The United States is the most developed country in the advertising industry in the world, and it is also the first country to carry out advertising professional education. Advertising education has a history of nearly 100 years. American advertising research is also in the forefront of the world's advertising academic circles, constantly providing effective theoretical guidance for the advertising industry, so that American advertising thought has always maintained the driving force of innovation in the process of social and economic development. With the global expansion of 4A multinational advertising companies, American advertising ideas are having an impact on a global scale. Developed advertising industry and advanced advertising academics must have corresponding ideas, mechanisms and methods for training advertising talents. Studying and drawing lessons from American advertising education and the training methods of advertising professionals is not only beneficial to the training of advertising professionals in China, but also helps us to think about the problem of advertising education in line with international standards under the condition of global economic integration.

First, advertising education? Two sources?

There are two sources of American advertising programs, one is the source of industry and commerce, and the other is the source of news. Advertising, as a major in American universities, appeared in the early 20th century.

19 13 the university of Missouri established a school of journalism and a major in advertising. Later, new york University, Marquette University and Northwest University set up advertising majors in 19 15, 19 16 and19 respectively. At that time, the advertising professional education basically took the way of news education, mainly teaching advertising skills such as copywriting, advertising sketch and layout sales.

/kloc-business schools appeared in American universities at the end of 0/9. By the 1920s, many business schools had set up marketing courses, and advertising was only a part of marketing education. With the development of advertising industry and the increasing demand for advertising professionals, business schools have also set up advertising majors.

In the 1950s, Robert? Gordon and James? Howell conducted business school education research under the sponsorship of Ford Foundation, Frank? Pearson studied the teaching plan of business major with the support of Carnegie Foundation, and formed the famous Gordon-Howell report and Pearson report respectively. Both reports pointed out that there were some problems in business education at that time, such as curriculum fragmentation and too many majors. Gordon Howell and Pearson's report triggered the professional reform of business schools, and the marketing major was reorganized. Since then, business schools in American universities have gradually withdrawn their advertising majors. The course of advertising is only a part of the teaching content of marketing, and the major of advertising is sponsored by the School of Journalism and Mass Communication. During the period of 1959, when the College of Communication was established at the University of Illinois, teachers interested in advertising were merged from the Marketing Department and the Journalism Department, and the first advertising department in American universities was established. Since the 1960s, advertising has gradually gained the status of an independent department in American universities.

The development process of advertising specialty in the University of Texas reflects the changing process from two sources to attribution communication. The school began to teach advertising courses on 19 14. 1948, both business schools and journalism schools have set up advertising majors. Students can choose business school or journalism school. The advertising major in the Marketing Department of the Business School is mainly business, with a degree in business administration, while the advertising major in the School of Journalism is mainly communication, with a degree in journalism. After 1960, although the business school of the school still requires students to take some basic courses in advertising, the advertising major is set up in the school of journalism. 1974 In the autumn, the School of Communication was established, and the major of advertising was extended to the Department of Advertising.

Second, the best advertising major in the United States

According to our existing data, 1992, there were 172 colleges and universities in the United States offering advertising majors, with 2 1 and 58 1 registered students. Advertising education in the United States includes bachelor's degree, master's degree and doctoral degree. According to the 2000 edition of Where to Learn Advertising and Public Relations, from 65438 to 0998, 4,933 bachelor's degrees, 499 master's degrees and 22 doctor's degrees were awarded to advertising majors in American universities.

University of Texas, University of Illinois, Michigan State University, University of Florida and other advertising majors are recognized as the top in the United States. The educational ideas and teaching models of these advertising majors will usually become models for other schools in the United States.

The Department of Communication, Department of Communication, Department of Journalism, Department of Radio and Television and Department of Film are also set up in the College of Communication. The advertising major of the University of Illinois is also in the School of Communication, which also has departments of journalism, communication and radio and television. The advertising major of Michigan State University is located in the departments of advertising, public relations and retailing of the College of Communication Arts and Sciences, and there are also departments of audiology, communication, journalism, electronic communication and information and media? ; The advertising major of the University of Florida is in the School of Journalism and Communication, in the same school as journalism, public relations and telecommunications.

The training objectives of professional education in colleges and universities are mainly reflected in credit distribution and curriculum setting. Here, I will take the advertising majors of these four universities as cases to discuss the characteristics and ideas of American advertising education.