关键词: 广告学专业, 双语教学, 地方院校, 问题与对策

Abstract:

In China, Advertisingis a new subject whose theories are mainly from western countrieslike the United States. In the field
of academy and practice,experiences from abroad play a guiding role in advertising industry of China. Therefore, bilingual education
has important significance in the process of“advertising”teaching. Generally, bilingual education will be used in teaching advertising
in universities; however, due to the problems in teachers’level, students’quality, course design or the learning environment, expected
teaching effect could hardly be reached, especially in the under-development areas. Based on the investigation and reflection, we found that the problems in bilingual teaching of Advertising are in four aspects and put forward four countermeasures to solve these problems.

Key words: Advertising, bilingual teaching, localuniversity, problems and countermeasures