在这个收获的金秋，中国传媒大学(原北京广播学院)广告系列教材终于面世了!这套丛书来自广告专业教学、科研一线人员的辛勤劳动和细心耕耘。如同一棵棵幼小的苗苗，迎着阳光劲劲地成长起来。这一刻我和大家的心情一样，是激动，是欣慰，是对未来更好的期盼。中国传媒大学广告学专业从l988年创立到现在已有二十余年。二十余年发展，大浪淘沙。距离世界一流大学、一流学系，我们存在着不小的差距，基本还处于"强专业，弱学术"的位置。但是我们白手起家，从无到有。我们含辛茹苦地劳作，建构自身的品牌。在这个过程中，我们遇到过不少的问题，但是多年来形成了最为重要的经营资源，具有很强的"纠偏能力"。例如，我们提倡人的因素第一，提倡一线第一、能力第一。广告学专业，所属知识产业，专业知识更新的频率相当高，是一个典型的"市场的知识装置"。凭借大学的资源，吸纳各种相关学科的知识，加工，改造，再向市场输送两种产品：专业知识和专业人才。 （In this autumn with golden harvest, the advertising series teaching material of Communication University of China (the former Beijing Broadcasting Institute) is available at last. The book is produced with the hard work and cultivation of advertising major teaching and first-line research workers. Just like the young sapling, they grow up strongly against the sunshine. At this moment, just like you, I am excited, gratified, expecting better future. Advertising Major of Communication University of China has a history of more than 20 years since its establishment in 1988. With more than 20 years of development, there are still some gap between us and the world class university and major. And the problems lie in good major and weak academy. However, we started from scratch. We worked hard to build our own brand. In this process, we were confronted with many problems. However, with several years of development, we have formed the most important business resource, with quite strong capability. For example, we advocate that people are first factor, working on the first line is foremost and capability ranks first. Advertising major belongs to knowledge industry, with quite high upgrading frequency. It is a typical knowledge equipment of market. By making use of university resources and absorbing knowledge of various disciplines, we have processed and reformed before exporting two products to the society: professional knowledge and talents. ）