广告学专业介绍
青岛理工大学广告学专业隶属于人文学院，于2003年开始本科招生。
本专业人才培养注重创造能力，面向创意文化产业输送知识体系全面、操作能力突出、学习能力较强的优秀人才。在人才培养过程中，以广告学专业的课程体系为基础，结合自身的资源优势，突出广告活动策划、影视广告创意与制作、新媒体广告运作等特色培养方向。
本专业毕业生的主要就业方向：入职大中型企业的广告、公关部门，从事广告、营销及其他相关工作；在传统媒体及新媒体等媒介机构，从事媒介经营、广告媒体投放等工作，在广告公司传媒公司，从事广告调查、广告策划、广告创意、广告文案、媒体投放、公关宣传等工作。
The advertising specialty is attached to School of Humanities of Qingdao Technological University, and began to enroll graduates from 2003.
The major seeks to cultivate creative ability of students and supply excellent talents with comprehensive knowledge system, outstanding operation skills and strong learning capacity for the cultural and creative industry. During the education process, it will be based on the advertising curriculum system, combining the advantage of our resources, and giving prominence to the featuring cultivation direction: advertising planning, advertising creative and production of film and TV, new media advertising operation.
The employment orientation of this major are: entering PR and advertising department of large and medium-sized enterprises and working in advertising ,marketing and other relevant work; engaging in media management and media advertising in traditional media and new media; embarking on the work of advertising investigation, advertising planning, creative advertising, advertising copy, media advertising, public relations and publicity in advertising media.
“广告学概论”总学时为48，其中授课48学时，实验0学时。
广告学概论是广告学专业的学科专业基础课，主要从“广告的本质与作用”、“广告的历史演进过程”、“广告运作的一般过程及基本规律”、“广告行业的经营与管理机制”等方面，系统介绍广告学整个学科体系所涉及的研究领域。其中，广告调查、广告策划、广告创意、广告设计与制作、广告媒体运作、广告效果评估等一系列广告运作环节的基础理论知识，将是重点介绍的内容。
Introduction of Advertising
Total class hours: 48 periods (teaching hours: 48 hours ; practicing hours: 0 hour)
《Introduction of Advertising》 is one of the basic courses for advertising subject. It systematically introduce the research fields the entire discipline relates to, involving the following aspects: “the nature and function of advertising”, “the historical evolution of advertising” , “the general process and basic rules of advertising operation”. “the operating and managing mechanisms of advertising industry”, among which series of basic theoretical knowledge concerning advertising operation will be focused on, such as advertising investigation, advertising planning , creative advertising, advertising design and production, advertising media operation, and advertisement effectiveness evaluation
传播学概论
总学时为48，其中授课48学时，实验0学时。
《传播学概论》是新闻学与传播学学科的一门基础理论课，适用于新闻学专业、广告学专业、广播电视专业等作为专业基础课开设。本课程的主要教学内容包括：介绍传播学的学科体系、研究对象和研究方法；讲解传播发生、发展和演化的历史与规律；系统讲解传播学的基本概念和基本理论；培养学生运用传播学知识和理论认识、分析和解决各种现实的大众传播问题的能力。
Communication Theory
Total class hours: 48 periods (teaching hours: 48 hours ; practicing hours: 0 hour)
《Communication Theory》 is one of the core theory courses of journalism and communication. It is applicable for graduates majoring in journalism, advertising, and broadcasting to take as the central courses . The major teaching content includes: introduction of communication discipline system , research object and method; explanation of history and laws for communication development and evolution; systematical explanation of basic concepts and theory of communications; cultivating students’ ability to utilize the communication knowledge and theory to recognize, analyze and resolve various practical mass media problems.
广告策划
学时 48 学分3
广告策划是广告学专业重要必修课，主要学习广告策划各个阶段的主要内容及操作要领，包括广告调查、广告战略决策（广告目标、广告定位、广告预算）、广告策略决策（广告主题与诉求、广告表现、广告媒体）、广告创意、广告策划书的编制与实施、广告效果的评估等内容，同时通过实例介绍其他营销策划，强调广告与其它促销手段的充分整合。该课程重视对学生的思维能力与策划能力的培养。
Advertising planning
3 hours 48 credits
Advertising planning is an important required course of advertisement specialty, mainly studies the stages and the essential of operating ,including advertising survey ,advertising strategic decision (advertising positioning, advertising budget), advertising strategy decision(advertising theme and appeals, advertisement, advertising media),advertising creative, advertising planning book preparation and implementation, evaluation of advertising effects and other content, at the same time, through introducing other marketing planning, advertising and other promotional fully emphasize the integration means. This course focuses on students' thinking ability and the ability of planning.
广告文案写作
学时 48 学分3
广告文案写作是广告学专业的一门重要课程,它是研究广告作品中语言文字部分写作规律的一门应用科学。课程将系统讲授广告文案写作的基础理论,分别介绍不同媒体广告文案写作的方法与技巧,通过经典案例分析,提高学生的写作能力和鉴赏水平。广告文案写作在梳理专业知识的同时，还通过实训练习提高学生的动手能力，让学生在动手实践中达到学会专业知识的目的。
Advertising copy writing
3 hours 48 credits
Advertising copy writing is advertising an important course, it is an applied science that study the language of advertising works part of the writing regular pattern. The course will teach basic theory system of advertisement writing, introduces the different media for advertising copy writing and skills, they can through case analysis to improve students' writing ability and level of appreciation. Not only do Advertising copy writing tease out professional knowledge , but also improve students' practical ability through practical training , let students bring about in the purpose of learn professional knowledge in the practical .
“广告效果研究”总学时为32，其中授课32学时，实验0学时。
《广告效果研究》是广告学专业必修的运作与实务课程，目的是对广告活动效果进行检验和测评。主要教学内容包括两大部分：一、广告效果概述。包括广告效果的定义、特征、研究进程等内容；二、广告效果测评。分别针对广告讯息效果测评、广告媒体传播效果测评、广告活动效果追踪测评，详细讲授其测评时间、测评内容、测评方法。通过本课程的学习，学生能够掌握广告效果测评方案制定与实施、广告测评报告撰写等专业技能。
Advertising Effectiveness Research
Total class hours: 48 periods (teaching hours: 48 hours ; practicing hours: 0 hour)
《Advertising Effectiveness Research》 is the compulsory course of advertising operation and practice, aiming to test and evaluating the effectiveness of advertising activities. Major teaching content includes the following two part: first, overview of advertising effect including definition of advertising effect, characteristic and researching progress; second, the assessment and evaluation of advertising effect involving detailed explanation of the assessing time ,assessing content and assessing method targeting at advertising message effectiveness assessment, advertising media disseminating effectiveness and advertising campaign effectiveness respectively . Though this course, students will acquire the professional competence of formulation and implementation of measuring advertising effects plan and writing advertising effect measuring report.
“广告媒体研究”总学时为48，其中授课48学时，实验0学时。
《广告媒体研究》 是广告学专业的一门专业必修课程。其核心内容是广告媒体策划，广告媒体策划是营销、传播、广告创意实现的管道和途径。主要内容包括：广告媒体的类型与传播特性；广告媒体策划；广告媒体的经营与管理；广告媒体传播效果监测；广告媒体品牌塑造等。
Advertising Media Research
Total class hours: 48 periods (teaching hours: 48 hours ; practicing hours: 0 hour)
《Advertising Media Research》 is one of the major compulsory courses of adverting major. The core content is advertising media planning which is the channel for achieving marketing , communicating and advertisement creativity. The main content includes types and dissemination features of advertising media; advertising media planning; operation and management of advertising media; monitoring advertising media propagate effect; and brand shaping of advertising media.
新闻学概论
《新闻学概论》属新闻学基础理论课程，指导学习者认识新闻传播活动特别是新闻传媒整体运作的规律和效果，为研究新闻史、掌握新闻业务技能提供帮助。通过本课讲授，让学生了解新闻学和新闻理论的基础知识，理解并掌握一些重要概念；使学生养成较好的理论概括和思辨能力能够初步运用所学的理论观察、分析新闻现象和具体案例。
《Journalism Introduction》It is the basic theory of journalism courses, guiding learners understand the news dissemination activities and specially the effect of the overall operation of the news media for the study of journalism history and the help of grasping the news business skills. Through taught so that students understand the basics of journalism and journalism theory, understand and master some important concepts. Enable students to develop a better theoretical generalization and speculative ability to apply the theory learned in the preliminary observation, analysis, news phenomena and specific cases.
《新闻采访写作》主要传授新闻采访写作的理论、理念以及具体的采写方法与技巧。通过本课程的学习，让学生熟悉新闻媒体的传播特性和业务知识，正确认识与掌握新闻采访与写作的基本特点、要求以及操作技巧，了解各种新闻文体的特征，从而具备一定的采写能力，并能独立完成新闻报道任务。
《News Reporting and Writing》It mainly teach writing theory, concepts and specific methods and techniques. Through this course, so that students are familiar with the characteristics of news media and business knowledge, correctly understanding and mastering the basic characteristics of news reporting and writing, requirements and operating skills, know the various news stylistic features, which have a ability of reporting and able to complete the task.
中外广告史
本课程的基本教学任务是使学生全面、系统地了解掌握中外广告发展过程中的基本情况，基础知识和基本理论，了解影响广告业发展的主要因素，以及 21 世纪全球广告的发展趋势。引导学生对世界广告发展史做一次全面的历史回顾，使学生初步了解世界广告发展的历史面貌，认识世界广告发展的历史规律，掌握一些广告学研究的学术规范，并通过广告史的学习，开阔学生的知识面，使学生能够吸收广告史上积累下来的丰富的经验教训，在学习广告学的其它知识时，产生一些启迪，为学生今后的广告实践提供丰富的经验材料。
《History of Advertising in China and Foreign Countries》The basic class of teaching this course is to enable students have a comprehensively and systematically understand the process of development and foreign advertising base case, basic knowledge and basic theory, to realize the main factors affecting the development of the advertising industry, as well as the development trend of the 21st century global advertising, which Guiding students have a comprehensive review with world advertising Historical, to help students understand the historical development of the world advertisement, to grasp academic standards of advertising studies, through advertising history learning and opening students' knowledge, so that students can absorb accumulated rich advertising history lessons, learning other knowledge in advertising, producing some inspiration, provide rich material for students to experience the future of advertising practices.
视觉传达
《视觉传达》是广告学专业的一门专业课程，总学时32学时。课程主要解决的是：面对大量的综合的信息，如何去进行有效的组织和设计，并能通过适合的传播方式进行有效的传达。主要培养学生的创造能力、动手能力和表达能力，并引导学生参与产、学、研活动，积极投身于实践设计，教授学生着眼于实际，运用平时所学到的知识，严谨、务实地解决现实生活中所存在的问题。
《Visual communication》, with 32 teaching hours in total, is one of the major courses of Advertisement. The primary targets of this course are: how to organize the massive and comprehensive information, and design your own projects, finally convey them to the public with proper mode of transmission. It aims at improving students’ creative ability, manipulative ability and expressing ability, at the same time, encouraging the students to participate in the activities of producing, learning and researching. This course is guiding the students to be practical, and then using their knowledge to solve problems in real life practically and properly.
广告创意与表现
《广告创意与表现》课程是广告学专业的一门专业必修课，总学时48学时。本课程的基本教学任务是，使学生全面、系统了解广告创意与表现的理论和原则，深刻认识广告创意与表现的特点和规律，掌握广告创意与表现的主要方法和相关技能。开设本课程的指导思想，是借鉴广告业发达国家的相关理论和成就，立足于我国广告业实际，着眼于广告发展趋势，讲授广告创意与表现的原理、规律、方法和技能，培养学生的创新性才能和在实践中操作的能力。
《Advertising Creative and Performance》 is one of the compulsory courses of Advertisement, with 48 teaching hours in total. The primary task of this course is systematically understanding the basic theories and principles of advertising creative and performance, comprehensively understanding the characteristics and regularities of this subject, and grasping the major methodologies and skills in this field. The guiding ideology of this course is: on the basis of relevant theories from developed countries, the lecturers should combine the current situation and tendency of China’s advertisement industry. Additionally, the lecturers need to introduce the basic principles, regularities, methodologies and skills of this subject, at the same time, improve the students’ creative ability and manipulative ability.
《图形创意》是一门重要的专业基础课程，总学时32学时。它研究图画语言，为广告设计提供创意联想，发散思维的思考和表现方法。《图形创意》课程遵循创作的哲学原则，即极大地丰富文字语言所带来的局限性；学会用最简单的语言表现极其丰富的含义，给人以导向，给人以启示。课程培养学生基本图形造型，基本传达方式的掌握和理解力，并同时掌握基本的图形表达方式，培养对图形美的鉴赏力。
Graphic Design and Creativity is a compulsory paper which contains 32 lessons. The main purpose of this course is through the study of history and development of graphic language to build the foundation of creativity, imagination, and the way of thinking and presentation in commercial designs.
The grounding principle of this course enables students to break the limitation of the literacy works; maximum the expression and meaning of simple writing literacy; bring fresh and inspirational ideas.
After finishing this course, students should be capable for basic graphic design, understanding the basic presentation of graphics and the comprehension of graphic shapes.
