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本文试图通过对中国广告高等教育32年发展历史和现实的回顾,剖析由于专业方向设置的结构缺损和广告专业教育在核心概念上的认识偏差,导致的人才培养结构、毕业生专业能力等方面出现的问题,进而提出一系列上至高等教育主管机关顶层设计,下至广告学专业教师,涉及宏观教育管理、高校专业方向设置、教师理念更新等的完整解决方案。
This paper attempts to review the history and reality of the development of China’s advertising higher education for 32 years and analyze the core deviation of the structural defects and advertising specialty education due to professional orientation and the emergence of personnel training structure and professional competence of graduates , And then put forward a series of complete solutions to the top-level design of higher education authorities from the top down to the advertising professional teachers, the macro-education management, the setting of professional direction of colleges and universities, the renewal of teachers’ ideas.