我国广告设计教育现状及思考

发布时间：2018-02-25 05:04

本文关键词： 广告设计教育知识结构艺术思维　出处：《当代教育实践与教学研究》2016年08期 　论文类型：期刊论文

【摘要】：由于中国广告设计教育从形成到发展也不过十几年的时间。现在绝大部分正在从事广告设计教育的教师原来都是学纯艺术或者工艺美术出身的,在中国广告教育处于雏形阶段,他们中很多都是依靠自学或各种培训来了解广告的。除了很少一部分拥有广告市场的实战经验外,绝大部分教师在广告运作的实践能力上显得有些欠缺。他们往往有扎实的美术造型功底和良好的审美品位,但是对于广告这种面向市场的商业性行为掌握不足。反映到具体的教学理念中来则是对广告作品视觉美感的偏执和离开市场离开受众的张扬创意。在课堂教学中反复强调色彩、字体、版式、图片等要素的唯美表现及技巧,对于广告理论、投放媒体、消费调查、受众心理、广告效果反馈等重要内容却往往舍弃。
[Abstract]:Since China's advertising design education has not been developed for more than a decade, most of the teachers who are currently engaged in advertising design education have originally studied pure art or arts and crafts, and advertising education in China is in its infancy. Many of them rely on self-study or various kinds of training to learn about advertising. Except for a few who have actual experience in the advertising market, The vast majority of teachers are somewhat deficient in the practical ability of advertising. They often have a solid foundation of fine arts and good aesthetic taste. However, the lack of grasp of advertising as a market-oriented commercial sexual activity is reflected in the concrete teaching ideas, which are the paranoia of the visual aesthetic of advertising works and the publicity of creativity that leaves the market and leaves the audience. In the classroom teaching, the emphasis on color is repeatedly emphasized. The aesthetic expression and skill of font, typography, picture and so on are often abandoned to the important contents such as advertising theory, media delivery, consumer investigation, audience psychology, advertising effect feedback and so on.
【作者单位】：武汉楼宇飞讯传媒有限公司;
【分类号】：G642;J524.3-4

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