Research on the Present Situation of Advertising Teaching in Applied Colleges

摘要

In the past 30 years, the majors of Chinese higher education institutions have become more and more sophisticated. Advertising has become a second-level discipline under the discipline of journalism and communication through the integration of academics and practice. At present, according to the professional attributes of colleges and universities, there are different logical division standards for advertising majors. From the content point of view, it can be divided into four categories: advertising practice, advertising theory, advertising history and advertising criticism. However, in the actual teaching process, there is still a great disagreement between the advertising academia and the advertising industry on advertising, which has always threatened a potential and necessary tension. In general, the common recognition of advertising disciplines by all sectors of society is an applied discipline. Therefore, how to train students to improve their innovative ability in practice and serve the society in advertising teaching requires advertising teachers to break the routine in advertising teaching, carry out role transformation, strive to connect advertising theory and explore the basis of education science in the new era with innovative practice.