《中外广告史（双语）》教学大纲

PAGEPAGE11《中外广告史》（双语）教学大纲课程编号：060892B课程类型：□通识教育必修课□通识教育选修课R学科基础课□专业核心课□专业提升课总学时：32讲课学时：16实验（上机）学时：16学分：2考试类型：□考试√□考查适用对象：（专业名称）广告学专业□是√□否同意作为其他专业学生选修的专业拓展课（类型为“通识教育必修课”“通识教育选修课”的课程不需勾选）先修课程：一、教学目标（黑体，小四号字）ThecourseintroducesChineseandforeignadvertisingdevelopment.Thestudentsshouldmastertheadvertisingdevelopmentindifferentperiods,regionsandcountries.Theyshouldalsounderstandtherulesandcharacteristicsoftheadvertisingdevelopmenttoimprovetheirabilityofanalysisandjudgingtothevariousadvertisingphenomenon.Afterfullyunderstandingthechangingprocessandcharacteristicsofadvertising,thestudentswillhaveamacroscopicunderstandingofthedevelopmenthistoryanddevelopmenttrendofadvertising,whichcanimprovethestudents'understandingofotherprofessionalcourses.课程思政教学目标：UnderstandthehistoryofChina'sadvertisingdevelopment,andestablishthedeterminationtopromotethehealthydevelopmentofChina'sadvertisingindustry.二、教学内容及其与毕业要求的对应关系1、教学内容InthepartoftheChineseadvertisinghistory,thecoursefocusesonancientformsofadvertisingandthesimpleadvertisingconsciousness;severalimportantperiodsofthemodernadvertising;thecharacteristicsandproblemsofthemainlandadvertisinginthenewperiodinChina;differentcharacteristicsoftheadvertisingdevelopmentinTaiwan,HongKongandthedifferencesbetweenthem.Inthehistoryofforeignadvertising,thecourseaimsatthedevelopmentofforeignadvertising;thecharacteristicsofAmericanadvertisingandJapaneseadvertising;theinternationaladvertisingmanagementsystem;thefuturetrendsofadvertisingdevelopment.Sothecoursenotonlyintroducesthedevelopmentofadvertising,butalsocultivatesthestudents’abilityofcombingtheadvertisingdevelopmentrulesfromthevariouscomplexadvertisingphenomenon,soastoimprovethestudents'abilityofadvertisingpractice.2、教学方法和手段Multimediateachingmeans,withacertainnumberofpictures,historicaldata.3、考核方式Examination三、各教学环节学时分配（黑体，小四号字）以表格方式表现各章节的学时分配，表格如下：序号章节内容课程思政切入点讲课实验其他合计1Chapter1TheAncientAdvertisingofChinaUnderstandthedevelopmentofadvertisingindustryinancientChinaandbuildupnationalself-confidence.442Chapter2TheAdvertisingDuringthePeriodFromtheOpiumWartotheFoundationofChina3133Chapter3AdvertisingintheEarlyStagesoftheNewChinaMasterhowtodevelopChineseadvertisingindustry224Chapter4TheNewEraofAdvertisinginChina(1979andBeyond)445Chapter5AdvertisinginTaiwanTaiwan'sadvertisingindustryiscloselylinkedwithChinesemainland.3146Chapter6TheDevelopmentofForeignAdvertisingsUnderstandthedevelopmentofadvertisinginwesterncountries3147Chapter7AdvertisinginAmericaObjectivelyjudgethecharacteristicsofadvertisingindustryinwesterndevelopedcountries.4158Chapter8AdvertisinginJapan3149Chapter9AdvertisinginBritish33合计29534四、教学内容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