《中外廣告史（雙語）》教學(xué)大綱

PAGEPAGE11《中外廣告史》（雙語）教學(xué)大綱課程編號(hào)：060892B課程類型：□通識(shí)教育必修課□通識(shí)教育選修課R學(xué)科基礎(chǔ)課□專業(yè)核心課□專業(yè)提升課總學(xué)時(shí)：32講課學(xué)時(shí)：16實(shí)驗(yàn)（上機(jī)）學(xué)時(shí)：16學(xué)分：2考試類型：□考試√□考查適用對(duì)象：（專業(yè)名稱）廣告學(xué)專業(yè)□是√□否同意作為其他專業(yè)學(xué)生選修的專業(yè)拓展課（類型為“通識(shí)教育必修課”“通識(shí)教育選修課”的課程不需勾選）先修課程：一、教學(xué)目標(biāo)（黑體，小四號(hào)字）ThecourseintroducesChineseandforeignadvertisingdevelopment.Thestudentsshouldmastertheadvertisingdevelopmentindifferentperiods,regionsandcountries.Theyshouldalsounderstandtherulesandcharacteristicsoftheadvertisingdevelopmenttoimprovetheirabilityofanalysisandjudgingtothevariousadvertisingphenomenon.Afterfullyunderstandingthechangingprocessandcharacteristicsofadvertising,thestudentswillhaveamacroscopicunderstandingofthedevelopmenthistoryanddevelopmenttrendofadvertising,whichcanimprovethestudents'understandingofotherprofessionalcourses.課程思政教學(xué)目標(biāo)：UnderstandthehistoryofChina'sadvertisingdevelopment,andestablishthedeterminationtopromotethehealthydevelopmentofChina'sadvertisingindustry.二、教學(xué)內(nèi)容及其與畢業(yè)要求的對(duì)應(yīng)關(guān)系1、教學(xué)內(nèi)容InthepartoftheChineseadvertisinghistory,thecoursefocusesonancientformsofadvertisingandthesimpleadvertisingconsciousness;severalimportantperiodsofthemodernadvertising;thecharacteristicsandproblemsofthemainlandadvertisinginthenewperiodinChina;differentcharacteristicsoftheadvertisingdevelopmentinTaiwan,HongKongandthedifferencesbetweenthem.Inthehistoryofforeignadvertising,thecourseaimsatthedevelopmentofforeignadvertising;thecharacteristicsofAmericanadvertisingandJapaneseadvertising;theinternationaladvertisingmanagementsystem;thefuturetrendsofadvertisingdevelopment.Sothecoursenotonlyintroducesthedevelopmentofadvertising,butalsocultivatesthestudents’abilityofcombingtheadvertisingdevelopmentrulesfromthevariouscomplexadvertisingphenomenon,soastoimprovethestudents'abilityofadvertisingpractice.2、教學(xué)方法和手段Multimediateachingmeans,withacertainnumberofpictures,historicaldata.3、考核方式Examination三、各教學(xué)環(huán)節(jié)學(xué)時(shí)分配（黑體，小四號(hào)字）以表格方式表現(xiàn)各章節(jié)的學(xué)時(shí)分配，表格如下：序號(hào)章節(jié)內(nèi)容課程思政切入點(diǎn)講課實(shí)驗(yàn)其他合計(jì)1Chapter1TheAncientAdvertisingofChinaUnderstandthedevelopmentofadvertisingindustryinancientChinaandbuildupnationalself-confidence.442Chapter2TheAdvertisingDuringthePeriodFromtheOpiumWartotheFoundationofChina3133Chapter3AdvertisingintheEarlyStagesoftheNewChinaMasterhowtodevelopChineseadvertisingindustry224Chapter4TheNewEraofAdvertisinginChina(1979andBeyond)445Chapter5AdvertisinginTaiwanTaiwan'sadvertisingindustryiscloselylinkedwithChinesemainland.3146Chapter6TheDevelopmentofForeignAdvertisingsUnderstandthedevelopmentofadvertisinginwesterncountries3147Chapter7AdvertisinginAmericaObjectivelyjudgethecharacteristicsofadvertisingindustryinwesterndevelopedcountries.4158Chapter8AdvertisinginJapan3149Chapter9AdvertisinginBritish33合計(jì)29534四、教學(xué)內(nèi)容Chapter1TheAncientAdvertisingofChinaSection1TheAdvertisingintheSlave-OwningSociety1.TheEmergenceofEconomicAdvertising2.TheFormofEarlyEconomicAdvertisingSection2TheAdvertisinginHanDynasty1.BannerAdvertising2.HangingsAdvertising3.NamedAdvertisingSection3TheAdvertisinginTangandSongDynasty1.TheFormofAdvertisinginTang2TheAdvertisinginSongSection4TheAdvertisinginMingandQingDynasty1.SignboardAdvertising2.CoupletAdvertisingChapter2TheAdvertisingDuringthePeriodFromtheOpiumWartotheFoundationofChinaSection1TheAdvertisingFromTheOpiumWartotheEarly20thCentury1.PrintAdvertising2.TheFierceEconomicCompetition3.Theemergenceofadvertisingagency.4.Theextensionofadvertisementcontentsandtheadvancedofthedesign5.TheOrganizationofAdvertisingSection2TheAdvertisinginMayFourthMovement1.Thenewspapersandmagazinesadvertisementkeepondevelopment.2.AdvertisementMediumDiversification3.ThedevelopmentofAdvertisingagency4.AdvertisingresearchandeducationSection3TheAdvertisinginthe1930s1.Theadvertisementmediumcontinuetodevelop2.Improvethelevelofadvertisingdesign.3.Thespecializationoftheadvertisingagencies.Chapter3AdvertisingintheEarlyStagesoftheNewChina(19491976)11949-195221953-196531966-1976Chapter4TheNewEraofAdvertisinginChina(1979andBeyond)Section1TheRestorationoftheAdvertisingIndustry1.TheRedevelopmentoftheAdvertisingIndustry2TheIntermediatePeriodofthe1980s3TheDevelopingStageofthe1990s4.Theintegrateandinternationalstage(2000andbeyond)Section2AdvertisingAgencies1Thetypeofadvertisingcompany1.1Limited-Service（specialty）1.2Full-Service2.Thetypeoffull-serviceagencies2.1DepartmentType2.2GroupTypeSection3SystemofAdvertisingAgent1.Definitions2.ThekeyofAdvertisingagencysystem3.ThefunctionSection4AdvertisingRegulations1MajorLegislation1.1RegulationsionControlofAdvertisement（fortrial）1.2RegulationsionControlofAdvertisement1.3ADVERTISINGLAWOFTHEPEOPLE’SREPUBLICOFCHINA2Advertisingself-regulationChapter5AdvertisinginTaiwanSection1TheGrowthoftheAdvertisingIndustry1HistoricalReview1.1Thebeginningperiodofthe1960s1.2Thedevelopingperiodofthe1970s1.3TheInternationalperiodofthe1980s1.4Thestableperiodof1990s2EvolutionarychangesoftheadvertisingIndustry2.1advertisingcreativity2.2marketresearch2.3agencystructure3currentproblemoftheadvertisingindustrySection2AdvertisingMedia1.TelevisionandAdvertising2.Radio3.NewspaperAdvertisings4.MagazinesSection3TheRegulatoryandSelf-screeningEnvironmentofAdvertising1governmentalagencyandadvertisinglaw2tradegroupsandself-regulations3consumeinterestgroupsChapter6TheDevelopmentofForeignAdvertisingsSection1PrimevalAdvertising1.Babylon2.AncientEgypt3.\o"AncientGreece"AncientGreeceand\o"AncientRome"AncientRomeSection2:Ageofprint1PrintedHandbills2NewspaperadvertisementSection3:TransitionStage

1AdvertisingMedia2Theemergenceofadvertisingagencies3AdvertisingTheoriesScientificAdvertising,ClaudeHopkins,1923Section4LandmarkAge

1.1920’s1940’s2.1950’s2.1Moreoftheconsumerviewpointandofeconomicanalysiswereintroduced.2.2Theconceptofmarketingwasbeingreformulated2.3Twoschoolsofstrategicthought:3.1960’s4.1970’sSection5Afterthe1980s1.1980’s1.1Emotionistheking!1.2InventionofROI1.3Differentiateordie2.1990’s2.1Brandistheking2.2Integratedefforts2.3LongliveconsumerismChapter7AdvertisinginAmericaSection1TheDevelopment1.EuropeanPrecedents2.ColonialAmerica3.TheAgeoftheNewspaper4.MeanwhileintheSmallTowns5.P.T.BarnumandtheAgeofExcess6.AdvertisingAgentsComeontheScene7.TheBirthoftheSlogan8.TheEmergenceofBrands9.TheOriginsoftheConsumerMovement10.AdvertisingtoWomen11.BroadcastingAdvertisements12.DepressionandWar13.TelevisionandCommercials14.AdvertisingGlobally15CommercializingCyberspaceSection2TheCreativeRevolution1.RosserReevesdevelops2.LeoBurnett3.DavidOgilvy4.WilliamBernbachSection3TheManagementoftheU.S.Advertising1.AdvertisingRegulation1.1FederalTradeCommission(FTC)1.2Correctingadvertising2.Self-RegulationChapter8AdvertisinginJapanSection1TheDevelopment1.Pre-warperiod1.1ancient1.2modern（近代）advertising1.3Stageofdevelopment1.4Militaryforces2.Thepost-war3.Introductionofmarketing4.InternationalizationSection2TheFeaturesofJapaneseAdvertising1majoragenciestakethelion’sshareofthemarket2no‘oneproductpercategory’system3widerrangeofagencyservices4nowesternagenciesareindominantposition5media-buyingpractices6Dentsu’sroleintheadvertisingindustrySection3AdvertisingRegulations1Advertisingself-regulation2TheJapanAdvertisingReviewOrganization,Inc.(JARO)Section4TheEducationThefeatherofadvertisingeducationChapter9AdvertisinginBritishSection1TheDevelopment1.InEurope,itisthemostdevelopedcountriesinadvertisingindustry.2.Itisthecen