1 Dr. Angela Chang University 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 & Advertising at Higher Education Institution in Mainland China & the United States

2 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.

3 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.

4 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.

5 Adv./Com. Study in the US & China origin USA 1905 (NYU) China 1923 (Renmin U.) Total of College Adv. Dept. # Com Dept. # =160 *1243 > (estimated) Ex. of Adv. Majoring Program Univ. of Texas at Austin Univ. of Florida Syracuse Univ. Illinois Univ. Louisiana State Univ. Texas Tech Univ. Xiamen University Communication University of China Fudan University Renmin University Nanjin University *Source from (NCA, 2002 & Chang, 2003 )

6 Base of Formulating Adv. Education USA 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)

7  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

8 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….

9 The role of adv education (continue) 3.Educate students to understand and appreciate 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.

10 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.

11 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.

12 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.

13 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.

14 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

15 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)

16 Unique Selling Proposition China Journalism/ Broadcasting 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 with Advertising Ph.D. Inter-disciplinary & Inter-cultural Communication

17 Social science Humanities Adv. music Religion study art literature philosophy Anthropology Sociology Economics Psychology Geographic Political science Journalism biography marketing statistics law history Comm. Physics logistics Performing arts Dramatic arts design architecture linguistics Education management theatre

18 THANKS! Q&A