Research Of Japanese Advertising Educational System And Its Referential Significance

Starting from the establishment of the advertising specialty in Xiamen University in1983and having experienced all the obstacles in the1980s, the trailblazing in the1990s and the fast development in the new century, China’s contemporary higher education in advertising has developed to a scale with totally more than one thousand university and college education points. However up till today, the shortage of qualified professionals is still the bottleneck constraining the development of China’s advertising industry. Therefore, it can be seen that the expansion of educational scale and growth in student recruitment did not satisfy the industry’s demand for qualified professionals. The problem that urgently requires to be solved in China’s advertising education is how to establish a scientific and appropriate system for advertising education that provides professionals that are right for the actual needs of the industry.Taking a look at the world advertising history, the Western countries headed by the United States have always been in the leading position both in the industrial circle and in the theoretical circle. As a close neighbor sharing profound historical and cultural connections with China, Japan made its way first in the rank of world’s powers of advertising industry and formed a unique advertising educational system, having trained up numerous outstanding advertising professionals. Today, as the problem of shortage of qualified professionals is becoming more and more prominent while China’s advertising industry is developing rapidly, the existing experiences of Japan in the advertising education have no doubt important referential significance.The objective of research of this paper is to take Japan’s advertising education as reference and reflect on the shortcomings of China’s advertising education so as to make a rational proposal for improvement. In terms of research methods, the literature analysis and comparative research methods are mainly used. In this paper, the author first takes a systematic look a the historical context and current development of the advertising education in China and Japan. Then, a research and analysis is made on Japan’s advertising educational system. On the basis of such research and analysis, referential experiences are summarized from Japan’s advertising educational system and measures are proposed for the solution of the current problems in China’s advertising educational system. Finally, an analysis of the future trend of advertising education is made based on China’s realities and the conclusion is made that China’s advertising education should conform to the trend of development of the times and make selective reference to Japan’s advertising educational system while maintaining its own insight and independence.