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大数据在广告行业的广泛应用,改变了传统广告的运作流程和产业结构,也正在迅速推动广告职业和人才的重构。本文采取招聘广告文本分析的方式,考察业界对广告专业人才需求的转变。通过对35家国内有代表性的数字广告代理公司和营销数据服务公司的招聘广告文本的分析,发现广告专业人才的数据素养已经成为业界急需的一项专业素养,文章具体从数据素养的专业知识与领域知识、经验要求、能力要求和心理素质要求等方面进行了讨论。针对这一素养要求,本文对广告专业的相关课程改革和人才培养方式做了进一步的探讨。
The widespread use of big data in the advertising industry has changed the traditional advertising process and industrial structure, and is rapidly promoting the restructuring of advertising professionals and talents. This article adopts the method of text analysis of recruitment advertisements to examine the changes in the industry’s demand for advertising professionals. Through the analysis of the advertisements of advertisements of advertisements of 35 domestic representative digital advertising agencies and marketing data service companies, it has been found that the data literacy of advertising professionals has become a much needed professional quality in the industry. The article analyzes the data literacy professional knowledge And domain knowledge, experience requirements, ability requirements and psychological quality requirements and other aspects of the discussion. In response to this literacy requirement, this article makes further discussions on the related curriculum reform and personnel training methods of advertising major.