The Strategies for Educational Reform of Advertising in Colleges and Universities Under the Development of New Media

DOI

10.2991/icelaic-18.2018.68How to use a DOI?

Keywords

new media; advertising; education reform; strategy

Abstract

With the continuous development of new media, the "global village" features proposed by McLuhan have become more and more prominent; the development of technologies such as mobile internet, VR and AR has enabled the media to achieve further "extension" of many human senses. A variety of new forms and new features in the advertising industry has appeared. Webcast and web celebrities are now popular, short videos and we media have become new communication arenas for advertisers. This media ecological background has put forward new requirements for the cultivation of professional talents in colleges and universities. Starting from the analysis of characteristics of new media development trend, this paper analyzes the core problems existing in current advertising education in colleges and universities, and discusses the reform strategies for advertising education in colleges and universities: The schools should base on their own professional characteristics, reshape the concept of talent cultivation with new media characteristics, establish the curriculum system with the courses about classic theories of communication and advertising as the foundation, new media hotspot courses as the core and platform-based courses as the extension; and conduct in-depth cooperation with enterprises and other institutions to cultivate industry-adapted composite advertising talents.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lin Jiao
AU  - Wu Jing
PY  - 2018/12
DA  - 2018/12
TI  - The Strategies for Educational Reform of Advertising in Colleges and Universities Under the Development of New Media
BT  - Proceedings of the 5th International Conference on Education, Language, Art and Inter-cultural Communication (ICELAIC 2018)
PB  - Atlantis Press
SP  - 302
EP  - 305
SN  - 2352-5398
UR  - https://doi.org/10.2991/icelaic-18.2018.68
DO  - 10.2991/icelaic-18.2018.68
ID  - Jiao2018/12
ER  -