Application Of Progressive Bilingual Teaching Mode In College Advertising Professional

In China, bilingual teaching education is an exploratory, experimental,forward-looking and innovative practice and teaching reform in recent years. With theintensive external exchange and the promotion of educational policies, the study ofbilingual teaching on advertisement major is certain to carry weight. Some scholarshave studied the condition and necessity of bilingual teaching on advertisement major,except an empirical study is not mentioned.In this paper, the progressive bilingual teaching mode was experimented in theadvertising specialty. The teaching design is in accordance with the idea of “simpleinfiltration-integration-bilingual thinking” to solve the following two matters:(1)How to implement the progressive bilingual teaching mode in practice?(2) After theexperiment, both students’ professional and CET scores would be compared withthose before the experiment for testing their professional knowledge and English level.I selected the juniors from school of News and Communication, majoring inadvertising to do the experiment. During the study, Advertising Class one was theexperimental group and Class two was the control group. The study took quantitativeanalysis and qualitative analysis as the method of combining. Before the study, aquestionnaire survey was used to appraise the student and the teacher’s languageability and the demand for bilingual teaching mode, offering reference to the selectionand implementation of bilingual teaching mode. In the study, we controlled the relatedvariables, using progressive bilingual teaching mode in experimental group andtraditional Chinese teaching mode in the control group. SPSS17.0is employed toexplain the two groups’ Creative courses and CET4scores, which was conducted bydescriptive analysis and independent sample T test, and then combined with theauthor’s observation in the class. The results showed that: there was no significantimpact on students’ achievement in advertising specialty by using the progressivebilingual teaching mode, but it has a positive effect on the students’ English level.After the experiment, combining with the interview of the teachers and students, more direct evaluation and suggestions could be received.Progressive bilingual teaching mode could contribute to improving advertisingstudents’ English level, but ought to be applied according to different students’English levels. For various subjective and objective factors, some limitations andshortcomings must exist in the experiment. I hope that this experiment can providereferences for future research and make contribution to constructing a set ofstandardized bilingual teaching mode in the advertisement major.