Problem And Countermeasure Research On The Cultivation Of Applied Talents In Undergraduate Advertising Major Under The "Omnimedia Age"

Since the reform and opening-up policy,China's economy is developing rapidly,and the advertising industry is also catching up with the economic development.After more than 30 years of rapid development,it has formed a certain scale,and the college advertising education that has been promoted has also been carried out for more than 30 years.At present,Chinese society has entered the omnimedia era.Traditional media and new media exist together.The entire media environment is in a period of transition.The emergence of new media based on the Internet and mobile media has enriched the communication form.The advertising industry is closely related to the media environment.The changes in the media have brought about changes of the advertising industry,affecting the way of advertising,the way of communication,the effect of communication and so on.The omnimedia environment has affected the advertising industry.The changes in the advertising industry will put forward new and higher requirements for advertising professional education.At present,the poor quality of advertising talents in colleges don't meet the needs of the industry,and talent reform is imperative.Compared with other majors in the university,the advertising major is a profession that is extremely sensitive to changes in social and economic development,industry development,and technological development.It should be aware of changes in a timely manner and quickly respond to market changes in all aspects of personnel training.In view of this,this paper firstly summarizes the development history of advertising industry and the development history of undergraduate advertising majors.Then,from the development status of advertising industry and the development status of undergraduate advertising majors,this paper analyzes the current training objectives,professional settings and curriculum settings.Specific problems in professional education such as teaching methods,teachers,practical education,assessment and evaluation,etc.,found that there is a big disconnect between advertising professional education and industry development.Next,the deeper reasons for the problem are explored:first,the traditional school-running ideas are difficult to change;second,the industry development and professional education development naturally have time difference;third,the resources of omnimedia research,teaching and practice are insufficient;fourth,The proportion of declarative knowledge and procedural knowledge is unbalanced.The professional education in colleges and universities is known by theory,and the transfer of theoretical education is difficult to combine theoretical education with practical education.In order to align the professional education of advertising with the development of the industry,this paper puts forward several countermeasures for the training of applied talents in undergraduate advertising majors in the "all-media era":First,clarify the target of advertising professionals in the"all-media era":Advance with the times,event thinking,distinctive features;Second,establish a professional direction and curriculum system suitable for the "all-media era" requirements;third,attach importance to case teaching methods and promote the transformation of teaching methods;Fourth,set up theory and practice Double-rich double-skilled faculty;Fifth,attach importance to practical education,take the road of production,research and research,and introduce the industrial credit system;sixth,establish a sundry talent evaluation mechanism.This paper strives to shorten the time difference between professional development and industry development,so that the advertisers trained by universities can meet the needs of the industry.