广西高职院校广告相关专业同质化问题探讨

学界对广西高职院校广告相关专业同质化的关注,未将注意力集中到办学重心偏向艺术和电脑技术这一主要问题,其根源是对广告产业的认识普遍存在误区,故无法揭示社会需求与高职广告教育的矛盾实质所在。文章从广告行业及其岗位和职业能力特殊要求等不同视角,重新审视广西高职广告相关专业的培养目标、主要课程、操作实践和就业方向,得出对解决专业同质化问题有普遍意义的基本结论是:高职广告教育要强化广告行业的市场导向作用,以广告自身的产业链分析为起点,根据广告行业和岗位的实际调整广告相关专业目录,从应变性生存和可持续性发展的角度设置个性化的课程体系,实现与行业岗位的接轨。

Research on the Homogenization Problem of Relevant Majors Concerning Advertisement in Vocational Schools in Guangxi 3

The academic community is concerned with the phenomenon of homogenization in relevant majors concerning advertisement in vocational schools in Guangxi,yet scholars have failed to shift their focus on the major problem of the schools’ inappropriate emphasis on art and computer technology.This roots in that they have misunderstanding of the advertisement industry.Thus the scholars could not recognize the essence of the contradiction between social demands and advertisement majors in vocational schools.In this article,from various aspects,such as the advertisement industry as well as the special requirement on post and vocational capabilities in this industry,the author reviews the cultivation goals,main courses,operating practice and direction of employment of relevant majors concerning advertisement in vocational schools in Guangxi.As a result,the author arrives at a basic conclusion which has a universal appeal in solving the problem of homogenization of majors.It is as follows: The advertisement education in vocational schools shall emphasize the market orientation of the advertisement industry;the analysis on the industrial chain of the advertisement sector shall be set as a starting point;the list of majors concerning advertisement shall be adjusted according to the reality of the advertisement sector and its posts;individualized curriculum system shall be set up from the perspectives of contingency survival and sustainable development;the education shall conform to types of posts in the advertisement industry.