政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103246

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政大典藏 > Journals of NCCU > The Journal of Advertising & Public Relations > Journal Articles > Item 140.119/103246

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Title:	學院式廣告教育的省思－－一個專業性取向
Other Titles:	To Speculate the Academic Advertising Education- a Professionalism Perspective
Authors:	黃振家
Keywords:	學院式廣告教育;專業性
Date:	1996-07
Issue Date:	2016-10-25 14:56:19 (UTC+8)
Abstract:	在台灣地區學院式廣告教育成立屆滿10年之際，本文以職業社會學中的專業性（professionalism）的理論，將學院式廣告教育的本質，先放置到現代廣告的起源地－美國進行歷史性的思考，並且以此思考架構對台灣地區學院式的廙告教育進行檢證。希望呈現學院式廣告教育在廣告行業在尋求專業地位上所扮演的角色。研究結果發現，相較於美國廣告事業在尋求專業地位上的努力，台灣地區廣告代理業尚在起步階段，雖然，仍然存在著許多爭議以及問題有待解決，不過從建立廣告專業知識體系，以及制度化廣告教育的層面來看，台灣的廣告事業，似乎還是一個邊緣或逐漸浮現中的專業。It has been ten years that the academic advertising education is founded in Taiwan area. This article is trying to speculate the essence of academic advertising education with the professionalism theories in sociology of profession. From American experience to Taiwan viewpoint, it presents the role which the academic advertising education plays in the process of advertising agencies pursueing professional status.
Relation:	廣告學研究,8,103-127
Data Type:	article
Appears in Collections:	[The Journal of Advertising & Public Relations ] Journal Articles

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