| 广告专业双语教学理论与实践初探 |
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| 引用本文： | 吴卫华.广告专业双语教学理论与实践初探[J].湖州职业技术学院学报,2009,7(1):59-61,72. |
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| 作者姓名： | 吴卫华 |
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| 作者单位： | 湖州师范学院,人文学院,浙江湖州,313000 |
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| 基金项目： | 湖州师范学院教育教学改革项目 |
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| 摘 要： | 广告专业的双语教学又有其自身的专业特点，中国的广告理论大多来自于西方国家，国外先进的广告理论对我国广告业的发展必然有重大的指导意义。随着中国加入WTO以及对外交往的加深，做好广告专业的双语教学工作极为重要。但由于师资、教材与学生三个方面的问题，广告专业双语教学过程当中依然存在诸多误区与不足。所以一方面，必须在广告专业中实施双语教育；另一方面，也必须通过诸如引进师资、选择教材、提井学生英语基础能力之类的对策来推行广告专业双语教学。
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| 关 键 词： | 广告专业 双语教学 文化语境 |
Research on Bilingual Education Theory and Practice of Ad Specialty |
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| WU Wei-hua.Research on Bilingual Education Theory and Practice of Ad Specialty[J].Journal of Huzhou Vocational and Technological College,2009,7(1):59-61,72. |
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| Authors: | WU Wei-hua |
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| Institution: | WU Wei-hua (School of Humanities, Huzhou Teachers College, Huzhou 313000, China) |
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| Abstract: | Bilingual teaching is part of important criteria of undergraduate course assessment by the Ministry of Education. The bilingual teaching of advertising specialty has its own characteristics. Most of China＇s advertising theories originated from western countries. The ad- vanced advertising theory abroad is of great significance to the development of advertising business in our country. With China＇s accession to the WTO and closer relationships with other countries, it is very important to have the work of bilingual teaching of advertising specialty well done, nevertheless, because of such problems as the quality of faculty, teaching materials and students themselves, there still remain some misunderstandings and insufficiency in the course of bilingual teaching of advertising specialty. So on one hand, bilingual teaching ought to be implemented in advertising specialty, on the other hand, measures should be made by recruiting excellent teachers, selecting proper teaching materials and promoting students＇ competence in English study in order to push forward bilingual teaching of advertising specialty. |
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| Keywords: | advertising specialty bilingual teaching context of culture |
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