The Comparative Study Of Higher Education In Advertising Between Universities In China And The U.S. In New Media Landscape

Recently, new media represented by internet and mobile phone not only greatly enriches the form of advertising media, but also changes the pattern of the media. As the feature of mobilization and convergence is becoming more and more obvious, the dissemination and interactivity of information has increased, and marketing strategy has been verified. Under this circumstance, new marketing strategies come out, such as social media marketing, integrated marketing communications, word-of-mouth marketing, etc. As a strong support of the development of advertising industry and cradle of advertising talents, universities should acknowledge cutting edge theory about this industry. Traditional ways of higher advertising education is set for advertising agency, now under the landscape of new media, the higher advertising education system must be changed.Nowadays, advertising market scale of China ranks first in global, while that of the U.S. the second. The comparative study of these two countries in advertising education under the background of new media will benefit the cultivation of ads talents. This thesis uses content analysis with a research including ten universities of China and ten of the U.S. Research areas are concerned about education objective, curriculum, faculty and practice course, etc. under the background of new media. The purpose of this thesis is to inspire the university ready to reform in new media landscape.