Discussion on the Transformation and Upgrading of Advertising Education in Mainland China:Based on the Study of 24 National First-class Advertising Majors
The year of 2023 marks the 40th anniversary of advertising education in mainland China.Due to significant changes in the media industry and technological environment,traditional advertising operational models face severe challenges.Consequently,Chinese advertising education is also undergoing a transformative upgrade.This paper presents findings from in-depth interviews with faculty members from 24 top-tier national undergraduate advertising programs.It reveals that advertising programs are now cultivating talent for the broader advertising-related industry.The core of advertising education remains the cultivation of creative and innovative capabilities in information production,while adapting to evolving media environments,audience behaviors,and new technologies is crucial.Advertising programs must also foster students'abilities to adapt flexibly and respond to changing conditions.In evaluating top-tier programs,it is advisable to encourage unique features and move beyond rigid quantitative metrics.The research findings may also offer valuable insights for other disciplines within the field of journalism and communication.
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