Research Of Industry-University Interaction In U.S. Advertising Education,Strategic Communication In Missouri School Of Journalism As An Example

American advertising education last for hundred years, and it has a natural link with advertising industry. With the birth of the late 18th century advertising newspaper, advertising began to enter higher education courses. Strong market demand and the theoretical support for the traditional disciplines are two promoters of the blooming the advertising profession. This paper analyses U.S Industry-University Interaction features.Which on the one hand illustrates the construction industry and the academic impact of advertising education, on the other hand, emphases that Application of the practice teaching is valuable, which called " Practice with learning, learning driven productivity ".Chosen the strategic communication which as a new name of Advertising in Missouri School of Journalism as a case, not only because it is the first U.S. advertising professionals, representing a microcosm of American advertising education; and it has received the Missouri School of Journalism hundred years of teaching philosophy, that theory and practice equally, whether professional plan, curriculum, extracurricular practices embody the distinctive characteristics of industry-university interaction. Followed by changes in the industry such as the evolution of degree, course projects to meet industry needs, with industry experienced teachers, classroom teaching and laboratory work simultaneously, and run kinds of media, hiring students to staff posts and practice, work and so decided to take courses.This article is divided into six chapters: The first chapter introduces the background proposition, practical significance, research methods and literature review; second chapter describes the rise of American advertising industry-university educational background, the concept of the formation of industry-university interaction and interactive learning platform for early production, and advertising in an attempt to summarize the path of education-industry interaction; The third chapter describes the U.S. advertising-industry background of educational reform, advertising professional and graduate settings, so as to sum up the current characteristics of ad-industry education; Chapters IV and V represent University of Missouri School of Journalism strategic communications of the Curriculum and extra-curricular practices in detail. Course part of the "Media Sales" and "writing strategy" for example, extra-curricular part of the "Missouri News" and "MOJO advertising" for example, has summarized the valuable experience and ideas with application Industry-University Interaction." A Stone from Other Hills may Serve to Polish the Jade of This One ", the ultimate goal of this paper is to inspire reform and development of China's advertising education. In the final part from the facts the Chinese advertising education, analyzing the need for industry-university interactive applications, and implement the idea of industry-university interaction give reasonable suggestions.