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Dr. Angela ChangUniversity of Macau, Macau, SAR of China
Conference: China’s changing values and its impact on society, culture and economy—An east-west perspective
Fudan University Date: June 20-21, 2007
A Comparative Analysis of Communications & Advertisingat Higher Education Institution
in Mainland China & the United States
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Brief History of Communication discipline The study of communication primarily
started in the Western world in the 17th century and its origin can be traced back from 2 roots: rhetoric and journalism.
The Journalism root started in the 19th century in the US.
Mass communication research center was set in 1930s.
1970s, rhetoric & journalism merged under the communication discipline.
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Advertising study in the US
In the US, the concept of advertising can be viewed as a variable field created by the merged interests of communications and marketing.
Advertising education has been directly connected with 2 academic areas: Journalism and Business, with its subdivision, marketing.
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Advertising study in China
In China, the idea of advertising education emerge mainly from journalism programs where sell (newspaper) advertising space was the primary concern.
Variable fields grow or fade based on changing interests and concerns in society.
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Adv./Com. Study in the US & China
originUSA1905 (NYU)
China1923 (Renmin U.)
Total of College
2200 2311
Adv. Dept. # Com Dept. #
=160*1243
> 200500 (estimated)
Ex. of Adv. Majoring Program
Univ. of Texas at Austin Univ. of FloridaSyracuse Univ.Illinois Univ.Louisiana State Univ. Texas Tech Univ.
Xiamen UniversityCommunication University of China Fudan University Renmin UniversityNanjin University
*Source from (NCA, 2002 & Chang, 2003 )*Source from (NCA, 2002 & Chang, 2003 )
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Base of Formulating Adv. EducationUSA 美國 China 中國
Capitalism & Liberal arts
Socialism & Market Economy ( 社會主義 & 市場經濟 ) (Mainland)Capitalism & Advertising Industry ( 資本主義 & 廣告行業催生 ) (Taiwan & HK)
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Lack of future goals by students; Limited resources in the department; Students not meeting the needs of industry – in and outside of agencies; Students unprepared for change.
Identified problems with college students
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The role of adv. education
1.Teach the value of brands and how to build brands plus the role advertising plays in brand development;
2. Prepare students to work with and understand all the tools available to create advertising: branding, positioning, strategy, media, production, research, new media, promotion, product placement, guerilla marketing, managing budgets,etc….
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The role of adv education (continue) 3.Educate students to understand and ap
preciate that advertising is a tool in the marketing/ communication plan.
4.Give them as much “real world” experience as possible.
5.Help them leverage their unique value to agencies /clients.
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4 Goals of Communication Education 1. to transmit cultural knowledge; 2. to develop students’ intellectual
skills; 3. to develop students’ career
skills; and 4. to reshape the value of society.(Sprague, 1999)
Sprague, J. (1999). The goals of communication education. In A. Vangelisti, J. D. & G. Friedrich
(Eds.), Teaching Communication: Theory, research and methods (pp.15-30). NJ: Erlbaum.
Sprague, J. (1999). The goals of communication education. In A. Vangelisti, J. D. & G. Friedrich
(Eds.), Teaching Communication: Theory, research and methods (pp.15-30). NJ: Erlbaum.
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Threats/Problems for Chinese Communication education/study 1.Incomplete landscape--limits communication
education to only one concentration 2.Skill orientation-emphasizes practical training but
offers little training in creative and critical thinking 3. Self-centeredness--lacks collaboration and idea
exchange among scholars from different areas; 4.Westernization-emphasizes the Western theories
but lacks critical evaluation of the local situation (Chen, 2000).
*Chen, G.. M. (2000). Problems and prospect of Chinese Communication study.
Paper presented at the 2000 annual convention of Chinese Communication society, Taipei, Taiwan.
*Chen, G.. M. (2000). Problems and prospect of Chinese Communication study.
Paper presented at the 2000 annual convention of Chinese Communication society, Taipei, Taiwan.
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Opportunity for Chinese communication education 1. to establish a global perspective; 2. to cultivate cognitive awareness to
balance contradictions caused by the dialectical relationship between globalization and localization;
3. to equip the ability of flexibility to flow with and manage changes due to the impact of globalization; and
4. to foster communication skills of sensitivity and openness to value diversity for continuous improvement. (Chen, 2000)
*Chen, G.. M. (2000). Problems and prospect of Chinese Communication study.
Paper presented at the 2000 annual convention of Chinese Communication society, Taipei, Taiwan.
*Chen, G.. M. (2000). Problems and prospect of Chinese Communication study.
Paper presented at the 2000 annual convention of Chinese Communication society, Taipei, Taiwan.
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1.Solid writing skills 2.Acceptable and contemporary speaking and presentation skills 3.Deliver an education that should last a lifetime 4.Teach skills to last a lifetime 5.Consider the importance of “parental” satisfaction with the education their children receive 6.Use processes that help them mature
Undergraduate Education
Department of advertising. (2000) Thoughts about the future of advertising: A white paper.
Faculty member of the communication college at the University of Texas at Austin.
Department of advertising. (2000) Thoughts about the future of advertising: A white paper.
Faculty member of the communication college at the University of Texas at Austin.
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1. People will continue to want information but they will want it;when they want it in the form they want it, and the audience will be in control.
2. New media, new technologies and the internet
3. Creativity will be more important;
4. Business/communication/advertising behavior will be more closely measured
Future of College Education Issues
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5.Deadlines literally mean every minute;
6.The marketplace will become truly global;
7. Media planning will be a critical skill set;
8. The Internet’s importance will be enormous.
Future of College Education Issues (continue)
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Unique Selling Proposition
China Journalism/ Broadcasti
ng Beijing-Media Guangzhou---creativity創意
Shanghai---Creation/Creative & Production Services 創作 ,文案 ,策略創意
Taipei –Strategic planning/ Creative layout/ Americanized/
USA Communications /Marketing 5 Universities wit
h Advertising Ph.D.
Inter-disciplinary & Inter-cultural Communication
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So
cial
scie
nce
Hu
man
ities
Adv.
music
Religion study
art
literature
philosophy
Anthropology
Sociology
Economics
Psychology
Geographic
Political science
JournalismJournalism
biographybiography
marketingmarketing
statisticsstatistics
lawlaw
historyhistory
Comm.Comm.
PhysicsPhysicslogisticslogistics
Performing artsPerforming arts
Dramatic artsDramatic arts
designdesign
architecturearchitecture
linguisticslinguistics
Education Education
managementmanagement
theatretheatre
