Advertising is an undergraduate major in colleges and universities, which belongs to journalism and communication. This major trains compound talents who can work in the media advertising department, advertising companies, market consulting institutions, government departments, enterprises and institutions, cultural and creative industries and other related institutions, and engage in advertising and communication operations, planning, creativity, production, marketing and market research.

Graduates of this major should have theoretical knowledge of advertising and marketing communication, broad vision, certain innovation ability and professional skills, and master the basic knowledge of communication, marketing, sociology, psychology, audio-visual communication and other disciplines. From June 65438 to June 0983, with the approval of the Ministry of Education, Xiamen University established the first department named after communication in China, and the Department of Journalism and Communication pioneered the "Advertising" major in domestic universities.

The general framework of advertising:

The curriculum system should include theoretical courses, practical teaching links and graduation thesis (works). Theoretical courses mainly include general courses, public basic courses, professional basic courses and professional courses. On the whole, these four courses should fully reflect the training objectives and specifications of advertising, the latest experience of news communication practice in Socialism with Chinese characteristics and the latest research progress of this discipline.

The overall framework design of the course should strengthen professional practice ability, expand the coverage of general courses, increase new media knowledge and technology-related courses and cover innovation and entrepreneurship education. Colleges and universities can choose some knowledge units that reflect the frontier of the subject and the characteristics of the school as elective subjects. Conditional schools can formulate and implement China's domestic (foreign) student exchange programs, carry out joint training in various forms and levels, and carry out bilingual teaching.