The Comparative Study Of The Talent Demand Of Advertising Companies And The Talent Cultivation Model Of Advertising Between Chinese And Foreign

Since reform and opening up, with the advertising industry in China's rapid development, advertising education is also showing a rapid development momentum and has achieved fruitful results. In particular, the maturing of the market economy, as well as the 2008 Beijing Olympic Games held successfully, the advertising as an important marketing tool of enterprises is more attention. The rapid development of the advertising industry, advertising talent demand is for a sharp increase and culture of advertising talents has drawn greater attention. Therefore, this paper is to study the process of the rapid development of China's advertising industry in the culturing and demand of talents, as well as the higher education of Chinese advertising with the present situation and challenge. Through the research,it is an attempt to solve the long-standing conflict's way between advertising talent cultivation of colleges and universities and the requirements of the industry .It is also to explore the condition of our country for advertising talent cultivation model.First of all, this paper summarized Chinese and foreign advertising industry talent demand conditions. On the basis of conditions, it sorted the development and current status of advertising education in China and the USA, and then used the comparative research methods, mainly carried out in-depth comparative analysis on cultivation objectives, curriculum, faculty, teaching operation as well as the role of advertising industry organizations in advertising education in China and the USA. At the same time, it also compared the advertising education in Japan, Germany, Britain and Singapore. This paper also explored the significance of the interaction between advertising industry and academic circle, as well as the responsibility advertising industry in advertising education should bear. On the basis of comprehensive analysis, this paper expounded development recommendations of advertising education in China and put forward suggestion in model of curriculum.This study had the view that the advertising talent in 21st century should have a better overall quality, be capable of independent thinking and judging, organization management ability, interpersonal communication skills, concern new technologies and new media, and be complex advertising talent with a certain international dimension. In the mode of advertising talents cultivation, we should learn the useful experiences from developed countries in the process of advertising personnel cultivation, and explore the new model of advertising talent cultivation suited the conditions of our country. As a result, this paper discussed the aspects including Chinese characteristics in education, the establishment of advertising professional interactive platform, the standardization of curriculum, professional teacher cultivation, social responsibility of advertising industry, academic resources development and sharing and so on, then hoped to contribute to settling the problems deep-seated in advertising talent cultivation.