A Study Of The Advertising Education Transformation Between China And America During The New Media Era

Under the background of the rapid development of new media,the advertising industry is facing profound changes.The innovation of media forms and the integration and reorganization of the advertising industry have become increasingly demanding for advertising professionals,and have also raised new challenges to traditional advertising education.After 30 years of development,China's advanced advertising education has achieved many glorious achievements.However,we can also see the various problems brought about by the extraordinary development of China's advanced advertising education in recent years.The U.S.journalism education started earlier than our country.The development of the U.S.has thus far formed a complete advertising education system,and has enjoyed a good reputation in the world.Therefore,we can find out the existing problems of China's advertising education through the investigation of advertising education in the United States,and gain experience and inspiration for China's advertising education.This thesis is divided into six parts: First is the introduction,which mainly describes the research status of new media and advertising education at home and abroad,and the research methods and framework of this article;Chapter 1 has carried out the transformation of the advertising industry under the background of new media.The analysis analyzes and explores the changes in the advertising industry from the aspects of technology,marketing model,and business model.The second chapter is based on the first chapter.The research method is based on the advertising talents in the context of new media.The situation of demand has been investigated and analyzed.It is believed that what we need to cultivate is the ability to have new media theoretical knowledge and practice,and to use integrated marketing and digital technologies to disseminate information and adapt to the new media's communication environment.The development course and current situation of advertising education in China and the United States were introduced and analyzed to show the overall picture of advertising education in both countries.The fourth chapter is the core part of this research.The top ten universities in China and the United States were selected as research samples.The status quo and trends of the transformation of advertising education in the two countries on training objectives,curriculum settings,and teacher resources A detailed comparative analysis was conducted;in the fifth chapter,on the basis of the conclusions obtained in the previous chapters,proposals and directions for the reconstruction of China's advanced advertising education in the new media era were proposed from the macro and micro perspectives respectively.The views and conclusions were combed and summarized.