关键词: 媒介融合, 广告学专业, 创新策略

Abstract: In the context of media integration and communication, the advertising major with a global perspective and regional characteristics urgently needs to improve its training methods and teaching management. Based on multiple perspectives such as the background of the times, regional advantages, training models, and professional positioning, this paper systematically reviews the development process of advertising majors in China, summarizes systematic optimization paths, and carries out interdisciplinary integrated development, creating new space for better alignment between university training and social needs.

Key words: media convergence, advertising profession, innovative strategies