Abstract:

The article presents a description of the development processes of Advertising as a specialty in the higher education of the People's Republic of China. It provides an overview of the history of the formation and development of the Advertising specialty in Chinese universities. The article also considers the interaction of the development of the Advertising specialty in higher education with the requests of government agencies and of the advertising industry in China. Particular attention is given to the analysis of the specifics of government policy regarding Chinese universities, to the content of the Advertising specialty curricula in universities and to the organization of specific projects for cooperation with advertising agencies and companies as part of the development of this specialty in Chinese higher education. There are four stages in the history of the development of the specialty in question in China based on social, economic, and historical factors (1. 1983-1991, 2. 1992-1999, 3. 2000-2009 and 4. 2010 - current time). The relevance of addressing this topic is due to the intensive development of this promising specialty and to the search for new forms of training in the Advertising specialty in the face of distance learning. The article shows that the development of the Advertising specialty in Chinese higher education has certain characteristics that are directly related to state economic development, ideological atmosphere, financial situation of universities and higher education standards in China.

Keywords:

Advertising specialty, higher education in China, history of development, advertising, social and economic factors, educational standards, market, China.