本专业始于1993年（原影视广告专业），是浙江省一级重点学科新闻传播学下属方向，浙江传媒学院校级重点专业。专业下设“数字广告”“影视广告”“战略传播”三个方向，结合浙江传媒学院的办学特色，发挥杭州及“长三角”的区位优势，培养“厚基础、宽口径、重实践、一专多能”的高素质应用型广告与文化创意人才，适应在各类媒体、广告与文化创意公司、互联网企业以及其他相关企事业单位，从事广告与文化策划、视听创意传达与表现、战略传播与品牌管理、数字营销与传播等工作。本专业拥有强大的师资队伍，其中教授、副教授7位，博士（含在读博士）13位；近年来主持国家级、省级科研项目10余项，公开发表学术论文100多篇，获得多项省部级社科成果和教学成果奖。专业高度重视学生实践能力培养，近年来在学科竞赛和专业竞赛中屡获佳绩，仅全国一等奖就多达10项，包括“金犊奖”全国一等奖4项，“学院奖”全国一等奖3项，“大广赛”全国一等奖2项，“Oneshow金铅笔奖”全国一等奖1项。
专业核心课程：平面广告设计基础、广告图像采集、公共关系学、社会调查与统计、广告策划、中外广告史、数字营销战略、广告文案、消费者洞察、营销数据分析、广告创意脚本、影视美术、视听艺术编导、舆情监测与分析、危机管理、专业采风等。
Advertising （Bachelor）
（1）Bachelor of Advertising（4-year Bachelor）
（2）Program Description
Our university's undergraduate major in advertising has been recruiting since 2008.Its predecessor was film and television advertising, which was established in 1993. In 2013 it was listed as a provincial key discipline in journalism and communication under the direction of advertising. In 2014 it was listed as a school-level major. In 2015, the professional team of advertising won the honorary title of Heroes' Post in Zhejiang Province.
At present,the advertising major has three flexible professional directions:“Film and Television Advertising”, “Advertising Planning”and“Strategic Communication”:
The “Advertising Planning” direction is committed to training and building capable of engaging in advertising management and planning, brand management, media operation management, and integrated marketing, comprehensive writing, customer service, media execution and other comprehensive talents in relevant government departments, enterprises and institutions, advertising companies, traditional media and new media industries, and other cultural and creative industries.
“Film and Television Advertising ” focuses on training and building specialized talents who are proficient in film and television advertising creativity and shooting production skills.
The direction of “strategic communication” is to cultivate advanced compound strategic communication talents who have solid and systematic strategic communication knowledge and skills, with good media communication skills and crisis handling capabilities, and be able to engage in some comprehensive affairs such as the formulation and implementation of communication strategies, information integration and marketing strategy for government departments, enterprises and institutions.
As a key school-level major, the advertising major has achieved outstanding results in professional construction, talent training, teacher team building, and student awards in recent years, ranking it among the best in the province. Advertising students have won national awards such as the National College Students Advertising Art Competition, Times Young Creative Awards and the Academy Awards, and other well-known events. It highlights the characteristics that the professional direction attaches importance to practice.
（3）Curriculum
The core curriculum modules of the advertising major include:
First, professional basic courses: advertising general knowledge, introduction to advertising, Chinese and foreign advertising history, advertising marketing, advertising psychology, advertising image acquisition, software foundation of advertising design, etc .;
Second, major courses: advertising media strategy, advertising planning and creativity, advertising copywriting, new media advertising, advertising practice, etc .;
Third, professional course: (1) Advertising planning direction: advertising culture, advertising market survey and analysis, brand communication, advertising effect evaluation, introduction to media management, media event planning, etc .; (2) TV advertising direction: TV camera shooting basics , audiovisual language, film and television advertising director foundation, film and television advertising software foundation, film and television advertising post-production and synthesis, film and television advertising creation, etc .; (3) Public relations language art, modern strategic analysis, news speaker theory and practice, intercultural communication, public opinion monitoring and analysis, public relations activities planning, crisis management, public policy analysis, public relations practice.
