关键词: 新媒体语境,信息传播,广告教育改革

Abstract: The quickly-spreading internet-based mobile terminal drives a deep reform in the content and form of information transmission, which is no longer a one-way lineal flow from the message sender to the message receiver. The boundary between the producer and the audience of advertising information is becoming more and more blurred; the traditional advertisement has been deconstructed and is presenting a new advertising vision. In the era of new media, the advertising education should take the new media context as the background, carry out the reforms in such fields as education ideas, faculty training, practical teaching, etc., around the new connotation and new forms of new media advertisement, and guide the students to establish a scientific and systematic advertisement knowledge system, so as to effectively cultivate advertising talents of innovative, practical and inter-disciplinary type.

Key words: context of new media; information dissemination; reform of advertising education