高校广告现状和管理研究.pdf

Research on Current Situation and Management of University Advertisement Abstract Hu Zhongping(99282) Wifh the studied professional theories and the working practice of the author in a university，the thesis probes into the reality of university advertisement and makes an analysis of it．At the same time，on the basis of the relevant studies on advertisement，the thesis does preliminary research on university advertisement at the theoretical level．The origin and development of university advertisement are discussed in this thesis as well as its kinds and characteristics from the point of communication and advertisement theory．The author applies the theory of educational administration and ideological and political education to analyze the current situation of university advertisement application．The thesis summarizes the role of university advertisement in developing benefit of education．enhandng ideological and political work， building campus culture and improving industry．Furthermore，it points out the problems of university advertisement ideas．systems。administration organization and staff,To solve these problems，the author puts forward polices to enhance management and exploit properly．On one hand．the conclusion helps people to have more ideas of university advertisement．On the other hand，it can encourage people to make use of university advertisement beffer to serve coupe of university and advance some helpfuI suggestions． Keyword University Advertisement Current situation Management Reseamh 高校广告现状与管理研究 引 言 广告是商品经济发展的产物，也是社会文化传播的重要媒介之一。随着 经济日益繁荣，媒介手段的不断进步，广告活动已深入到社会、经济、文化 等诸多方面。作为信息传播活动的重要组成部分，广告越来越受到人们的重 视，并对社会生活产生着重要影响。 而作为社会的重要组成部分，高等学校各项事业的发展与社会是密切联 系的，形形色色的各类广告对高等学校的影响越来越广泛。广告所涉及的内 容及范围越来越复杂，已经对高校的办学及事业发展有一定的影响。高校为 适应信息社会的发展要求，加上招生、就业、科研等逐步进入市场化轨道， 越来越重视广告这～媒介的影响和作用。近几年以来，一些高校在广告宣传 方面，不惜耗费巨资，作大量广告宣传工作(如一些高校的重大校庆活动、 制作大型广告牌等)，并取得了一定社会效应。另外，广告在高校及其相关领 域的应用也越来越为广泛，由于缺乏有效的监管，一些涉及高校的虚假广告、 违法广告，给高校以及社会带来了一些不良影响，也应当引起人们足够的重 视。因此，如何利用高校这一平台开发、使用广告，以及广告管理等方面的 研究，就成为高校管理中