A Comparative Analysis of
Communications & Advertising
at Higher Education Institution
in Mainland China & the United States
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
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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.
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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.

3
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.

4
Adv./Com. Study in the US & China
origin
USA
1905 (NYU)
China
1923 (Renmin U.)
Total of College
2200
2311
Adv. Dept. #
Com Dept. #
=160
*1243
> 200
500 (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 )
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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)
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Identified problems with college
students
 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.
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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….
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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.
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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.
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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.
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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.
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Undergraduate Education
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
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.
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Future of College Education Issues
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
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Future of College Education Issues
(continue)
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.
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Unique Selling Proposition



USA
Communications
/Marketing
5 Universities with
Advertising Ph.D.
Inter-disciplinary &
Inter-cultural
Communication



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/
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theatre
biography
architecture
Dramatic arts
design
management
statistics
Geographic
Political science
Adv.
Comm.
music
Humanities
Psychology
Social science
marketing
Anthropology
Journalism
Sociology
Economics
Performing arts
art
Religion study
literature
philosophy
law
history
linguistics
Education
logistics
Physics
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THANKS!
Q&A
wychang@umac.mo
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