本文選題：江西 + 高校　； 參考：《江西師范大學(xué)》2009年碩士論文

【摘要】： 江西高校廣告教育從1995年開(kāi)始起步,經(jīng)過(guò)13年的發(fā)展歷程,從星星之火發(fā)展到了20所不同層次的高校設(shè)立廣告專業(yè)的繁榮景象。但是,在江西高校廣告教育欣欣向榮的繁榮背后,廣告教育還存在著許多問(wèn)題,其中最突出的就是廣告教育質(zhì)量的問(wèn)題,廣告業(yè)界并不看好江西高校培養(yǎng)的廣告專業(yè)學(xué)生,認(rèn)為江西高校培養(yǎng)的廣告專業(yè)畢業(yè)生不專業(yè)。因此,改革廣告教育,提高廣告教育質(zhì)量,成為當(dāng)前江西高校一項(xiàng)艱巨的任務(wù)。特別是在金融危機(jī)的背景下,江西高校廣告教育的發(fā)展面臨著更大的挑戰(zhàn),廣告教育者和研究者必須迎難而上,促進(jìn)江西高校廣告教育又好又快發(fā)展。 為了全面了解和掌握江西高校廣告教育的狀況,本文采用文獻(xiàn)法、問(wèn)卷調(diào)查法、訪談法、數(shù)理統(tǒng)計(jì)法等研究方法,從外界環(huán)境、專業(yè)開(kāi)設(shè)、師資力量、教學(xué)情況、學(xué)生狀況五個(gè)方面,對(duì)江西高校廣告教育的現(xiàn)狀做出了全面的分析。在調(diào)查分析的基礎(chǔ)上,筆者探討了目前江西高校廣告教育存在的問(wèn)題,并且根據(jù)實(shí)際情況提出了改革方案。得出以下結(jié)論: 1、江西高校廣告教育正從“高速”向“高質(zhì)”發(fā)展轉(zhuǎn)變。 2、江西高校廣告教育在艱苦的環(huán)境中成長(zhǎng),困難重重,在自力更生的同時(shí)需要政府、社會(huì)、企業(yè)和高校加大資金投入和扶持力度,發(fā)揮合力的作用。 3、江西開(kāi)設(shè)了廣告專業(yè)的高校類型不一樣,培養(yǎng)的廣告專業(yè)學(xué)生層次也不同,高校應(yīng)該根據(jù)自身情況,以社會(huì)需求為導(dǎo)向,明確辦學(xué)定位和培養(yǎng)目標(biāo),走特色辦學(xué)道路,為社會(huì)輸送有特長(zhǎng)的廣告專業(yè)人才。 4、江西高校廣告專業(yè)師資隊(duì)伍年輕化,缺少教學(xué)經(jīng)驗(yàn),實(shí)踐動(dòng)手能力也不強(qiáng),江西高校要給廣告專業(yè)教師時(shí)間和機(jī)會(huì),積極創(chuàng)造條件支持其參與廣告實(shí)踐,幫助其努力自我提高。 5、廣告教學(xué)中存在實(shí)踐教學(xué)環(huán)節(jié)薄弱等問(wèn)題,江西高校要采取開(kāi)門辦學(xué)、構(gòu)建實(shí)踐平臺(tái)、參加廣告大賽等方式加強(qiáng)廣告實(shí)踐教學(xué),提高學(xué)生的動(dòng)手能力。
[Abstract]:The advertising education in Jiangxi colleges and universities started in 1995, and after 13 years of development, it has developed from the spark to the prosperity of setting up advertising specialty in 20 colleges and universities at different levels. However, behind the flourishing advertising education in Jiangxi colleges and universities, there are still many problems in advertising education, the most prominent of which is the quality of advertising education. The advertising industry does not think highly of the advertising students trained in Jiangxi colleges and universities. It is considered that the graduates of advertisement major trained in Jiangxi universities are not professional. Therefore, it is an arduous task to reform advertising education and improve the quality of advertising education. Especially in the context of the financial crisis, the development of advertising education in Jiangxi colleges and universities is facing greater challenges. Advertising educators and researchers must face the difficulties. To promote the sound and rapid development of advertising education in Jiangxi colleges and universities. In order to fully understand and grasp the situation of advertising education in Jiangxi colleges and universities, this paper adopts the methods of literature, questionnaire, interview, mathematical statistics and other research methods, from the outside environment, This paper makes a comprehensive analysis of the present situation of advertising education in Jiangxi colleges and universities in five aspects: professional offering, teachers' strength, teaching situation and students' status. On the basis of investigation and analysis, the author probes into the problems existing in advertising education in Jiangxi colleges and universities at present, and puts forward the reform scheme according to the actual situation. The following conclusions are drawn: 1. Advertising education in Jiangxi universities is changing from "high speed" to "high quality". 2. The advertising education in Jiangxi colleges and universities is growing in a difficult environment, which is beset with difficulties. It needs the government and the society to rely on itself at the same time. Enterprises and universities should increase their financial input and support, and play a role of resultant force. (3) the types of colleges and universities that have set up advertising majors in Jiangxi are different, and the levels of students trained in advertising majors are also different. Colleges and universities should be based on their own circumstances. Guided by social demand, we should make clear the orientation and training goal of running a school, take the road of running a school with special features, and transport advertising professionals with special skills to the society. 4. The teaching staff of advertising major in Jiangxi colleges and universities is younger and lacks teaching experience. The practical ability is also not strong, Jiangxi colleges and universities should give advertising teachers time and opportunity, actively create conditions to support their participation in advertising practice, help them to strive to improve themselves. 5. There are problems such as weak practical teaching links in advertising teaching. Jiangxi colleges and universities should adopt open door running school, construct practical platform, participate in advertisement contest and so on to strengthen advertising practice teaching and improve students' practical ability.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.8-4

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 張艷艷;山東省高校本科廣告學(xué)教育現(xiàn)狀及對(duì)策研究[D];山東大學(xué);2012年

2 黃文鑫;中美廣告教育比較研究[D];上海外國(guó)語(yǔ)大學(xué);2013年

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本文編號(hào)：2003336