关键词: 地方高校, 广告学, 人才培养, 模式, 转型, 路径

Abstract: The mobile Internet has brought about subversive changes to the advertising industry and restructured the advertising industry. The transformation of advertising market and talent demand has posed new challenges to the training of advertising talents. This paper discusses the problems faced by the transformation of advertising talents training in local colleges and universities in the mobile internet era. On this basis, it analyzes the three transformation paths of advertising talents training in local colleges and universities: digital marketing communication talents, brand communication talents, and new media communication and application talents. These three transformation paths are realistic paths to adapt to the rapidly changing media environment and advertising market and form a talent training model with certain characteristics.

Key words: Local universities, Advertising, Talent cultivation, Mode, Transformation, Route