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针对南京地区部分高校的广告专业在校本科生的调查表明,目前广告专业开设学校众多,普遍处于起步阶段;学生就业情绪乐观,但对业界的了解匮乏。学生专业学习轻松,但技能掌握程度较差;虽普遍认识到实践的重要性,但学校未能提供足够的实践条件,以至于许多学校的软、硬件资源不能满足广告专业学生的需求。所以,应加强师资队伍的建设,提高广告理论研究水平;同时打破学科界限,推进学科整合,充分挖掘学生潜质,既要注意综合实力的培养,也要加强具体专业技能的学习。此外,加强沟通,包括学校与业界和学校与学校之间,这是办好广告学专业的关键所在。
A survey of undergraduates majoring in advertisement in some colleges and universities in Nanjing shows that at present, there are many schools specializing in advertising and are generally in the initial stage. Students are optimistic in employment but lack of understanding of the industry. Students are easy to learn professionally, but their skills are poorly mastered. Although the importance of practice is generally recognized, schools fail to provide sufficient practical conditions so that many schools’ software and hardware resources can not meet the needs of advertising major students. Therefore, it is necessary to strengthen the construction of teaching staff and improve the theoretical research of advertising. At the same time, breaking the boundaries of disciplines, promoting the integration of disciplines and fully exploiting the potential of students should not only pay attention to the training of comprehensive strength but also strengthen the study of specific professional skills. In addition, strengthening communication between schools and industries and between schools and schools is the key to running an advertising major.