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American advertising education philosophy

2019-03-14 来源: 51due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- American advertising education philosophy,供大家参考学习,这篇论文讨论了美国的广告教育理念。美国广告市场的发展,与其普及的广告教育密切相关。美国的大学广告教育已超过100年的历史,而大学广告教育是其广告人才培养的主要方式。美国大学广告教育的主力是本科教育,其教育的目标非常明确,就是为美国发达的广告业及其他传播业未来的从业者提供综合技能与应用能力的教育和训练,这一办学理念贯穿于美国许多大学广告专业的教育体系之中。

advertising education,美国广告教育,essay代写,作业代写,代写

As we all know, the United States is the largest advertising industry in the world today. Its advertising revenue accounts for nearly half of the world's total advertising revenue, and its advertising employees amount to over 100,000. With the spread and expansion of 4A multinational advertising companies in the second half of the last century, the advertising industry in the United States is exerting an important influence worldwide.

The reason why the United States can form such a large and mature advertising market is closely related to its popular advertising education. The advertising education in American universities has a history of more than 100 years. After a hundred years of exploration and accumulation, the United States has gradually formed a more advanced advertising education concept and a more scientific advertising education model. The advertising education theory of the United States has an important impact on the world's advertising industry and academia.

Advertising education in the United States was first taught in 1893 by professor Joseph f.johnson from the University of Pennsylvania in Wharton School of Business. In 1905, eight years later, the University of New York established advertising as a fully formal University course in its Business School. In 1913, the University of Missouri established the first advertising major in the United States in its college of journalism, thus making advertising education a major in the United States step into the hall of higher education. Since the beginning of the 20th century, the concept of advertising education in the United States began to germinate and evolve. Today, one hundred years later, according to the understanding and analysis of the training objectives of advertising major in many American universities, the contemporary advertising education concept in the United States has two remarkable characteristics in a general sense.

The main force of advertising education in American universities is undergraduate education. Today, the goal of advertising education in American universities is very clear, which is to provide education and training of comprehensive skills and application ability for future practitioners in the developed advertising industry and other communication industries in the United States. This idea runs through the educational system of advertising major in many American universities.

For example, Western Kentucky University, which is located in The School of journalism/communication, offers The Best School, The BestProgram and The Best Jobs as its educational philosophy. , the specific goal of cultivating students is to pass the best quality education of the advertising professional skills. And enable graduates to "work and be paid for the real clients of their advertising agencies"; "During the employment period, we can fully demonstrate the excellent performance and sales and design skills of these students. At the same time, the school will "establish a large and complete network with profound influence" for the graduating students; Visit successful agencies in Chicago, Atlanta, New York, and Cincinnati.

The advertising major of San Jose State University in the western United States, located in the school of journalism and mass communication, also attaches great importance to cultivating students' professional skills and practical abilities. Its advertising teaching idea is very simple: "in the practice of middle school", therefore, in its open 10 advertising major courses, attaches great importance to the students to good advertising company internship practice course and information about the environment and the new technology application of compulsory course, and rules all major courses are taught by a computer. Similarly, Roosevelt university is located in the school of advertising professional education philosophy and the western Kentucky university, state university of st. George's almost the same, that it will be to read the university student professional advertising "provide flexible curriculum, including graphic design, photography, printing, such as the latest technology courses, so as to meet the needs of traditional and non-traditional students".

More specifically, the teaching philosophy of the University of Southern Mississippi p-pi's advertising program is more clearly defined than most of the universities above: students should "practice advertising and public relations as never before, create a robust academic base, and strive to learn the applied skills required to succeed." And actively participate in the practical activities of AAF and PRSSA.

Texas Christian University's advertising and public relations program in the journalism department prepares students for a master's degree in advertising and public relations in one of the most dynamic media markets in the United States.

As mentioned above, many traditional advertising education concepts in the United States emphasize on practice and skills. But as the third revolution of science and technology and the appearance of new media, traditional education idea is the challenge of the real world, thus, since the 1990 s, the advertising community in the United States of American colleges and universities of advertising focus on the concept of vocational skills training and pattern questioned, advertising education summit of the United States in 2001 put forward under the new situation of the report "through what way can we make the students to make the biggest progress?" That's the proposition. And advertising professionals in the United States in the 1960 s after gradually belonging to spread the news/discipline, and improved the advertising professional theoretical and academic, many American first-class universities advertising specialty in stressed the importance of professional training at the same time, has been to develop a senior advertising talents with theoretical attainment and innovation ability as a main concept of education and training objectives.

School of journalism, such as the University of Florida in the advertising specialty education goal is "to cultivate students to become leading role" in the field of strategic communication, therefore, the University of Florida proposed "although we believe we can provide guidance and help for students, but also create an environment, stimulate the strong desire to study consciousness and learning. Success depends on a student's ability to think critically. Communicate effectively in written and verbal ways, actively accept and respond to constructive criticism, and take responsibility for your actions. They regard the cultivation of learning ability, thinking ability and reaction ability as the main orientation of advertising education.

For lay particular stress on journalism at the university of Missouri, their education goal and the same at the university of Florida, the industry's future lerders in strategic con - munication, its target is: they trained students, will be America's "future art director, public relations experts, graphic artists, marketing director, creative developers, AD copy, financial managers, researchers and so on."

Similarly, the educational concept of advertising major in Howard University school of journalism is ad-vertisine /Public Relations Industry Leaders. The University of Texas atAustin, The only famous University in The United States that has The right to confer The doctoral degree in advertising, has The following educational objectives: "Has always been recognized as America's top advertising at the university of Texas, one of the professional advertising to award bachelor's, master's, the stages of Dr, we all practice the theory and practice of teaching strategy," "the emphasis is to help our students with a smart brain to be able to play to their talents and improve their thinking ability, they will focus on advertising creativity, design and media aspects of learning", therefore, "our students both in the depth of the advertising knowledge and on the cultivation of the creative extensively, the university of Texas is the best college in America".

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