作为市场经济的先导产业,伴随着中国经济的不断增长,中国广告的整体水平一日千里。但面对日益激烈的市场竞争,新旧交替的媒体格局以及突破性的数字技术发展,传统广告业的生存基础正在发生巨大的变化。中国广告可谓面临着一个全新的创意时代,势必要求广告教育抓住机遇,实现理念与手段的双重突破,以适应数字时代对创意人才的要求。 As a leading market economy, with the continuous growth of China’s economy, the overall level of advertising in China is increasing rapidly. However, in the face of increasingly fierce market competition, the changing media landscape and the breakthrough of digital technology, the basis for the survival of the traditional advertising industry is undergoing tremendous changes. Chinese advertising can be described as facing a brand new era of creativity, it is bound to require advertising education to seize the opportunity to achieve the dual breakthroughs in philosophy and means to meet the digital era of creative talent requirements.