A Study On The Current Situation Of Advertising Education In Guangdong Universities

Guangdong province which can be called the “pioneer” in setting up the major of Advertising education among the provinces in China, has stimulated the development of Advertising education from 1989. Among all of the universities, Shenzhen university is the first university to offer this major- Advertising education. 11 Undergraduate colleges and Universities has offered this majorAdvertising education, cultivating thousands of advertising talents for the society,since 25 years ago. With the galloping development of IT and some high-tech, however, advertising industry is now confronted with enormous challenges.Thus,with the emerging noble media, brand-new concept and creative method, it is a really urgent issue for us to innovate the advertising education in undergraduate colleges and universities in order to meet the need of society.To address this problem, the author has investigated into the schooling philosophy, curriculum provision,teaching methods,faculty members and students’ practice of advertising education in 11 Undergraduate colleges and Universities,by means of questionnaire survey,interview and document analysis.Meanwhile, considering the feedback from the people in advertising education and advertising industry, the author elaborates the existing problems in advertising education and puts forward the corresponding reform measures.Advertising education in Undergraduate colleges and Universities is chosen as the main research target,specializing in 3 aspects as following: firstly,with the galloping development in advertising education in Guangdong, advertising education is confronted with enormous challenges. Secondly,advertising education is mainly set up in Undergraduate colleges and Universities but less in other higher education like postgraduate education.Last but not least, there is little literature about advertising education. Thus, the research which targets at the education status of advertising education is necessary and valuable for advertising education’s development.