Dr. Angela Chang University of Macau, Macau, SAR of China

1. 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

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 *Source from (NCA, 2002 & Chang, 2003 )

6. Base of Formulating Adv. Education

7. 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.

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.

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.

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.

13. 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.

14. Future of College Education Issues • 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

15. Future of College Education Issues (continue) • Deadlines literally mean every minute; • The marketplace will become truly global;  • 7. Media planning will be a critical skill set; • 8. The Internet’s importance will be enormous.

16. 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/ Unique Selling Proposition USA • Communications /Marketing • 5 Universities with Advertising Ph.D. • Inter-disciplinary & Inter-cultural Communication

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

18. THANKS! Q&Awychang@umac.mo