中国广告设计教学方法的研究

发布时间：2018-05-13 00:44

本文选题：广告设计 + 教学方法　；参考：《天津工业大学》2008年硕士论文

【摘要】： 随着中国广告业的发展,广告人才的培养日趋重要,所以,我们需要直面广告教育在发展过程中存在的问题与矛盾。首先是社会对于设计专业人才的多方面要求,部分限制了广告专业应届生的就业选择;其次是学生自身对于广告专业知识的掌握等等。这些亟待研究和解决的问题,成为广告设计教育研究的新方向。本文把现代广告设计教学方法作为研究对象,从市场现状和对从业人员的要求出发,分析广告设计教育的特殊性,针对其不足之处,提出有效的教学方法。第四章为文章主体,主要探讨广告设计教学的现状以及运用方法;总结出广告设计教学方法的注意点项:必须与课程特点相结合:要符合广告学科的学习规律;要充分利用现有的高科技教学手段;要注意与学生的沟通,既传授知识,也传授方法。针对广告设计教育提出可以运用的主要方法有:实践教学法、案例教学法、模拟公司教学法、研究式教学法、头脑风暴法、科学的教学评价法、广告入行教育法、交叉教育法;如有特殊情况或少数学生的特殊需要可以运用辅导法和网络教学法。同时,论文参考国内外有关广告设计及教学的文献资料,列举有关广告图片范例来说明现代广告设计思路和常用的表现技巧,提出社会对广告设计从业人员的要求,进一步明确在教学上应该把课堂与市场结合起来,将市场经济的需求作为教学目标,理论联系实际。
[Abstract]:With the development of advertising industry in China, the cultivation of advertising talents is becoming more and more important. Therefore, we need to face the problems and contradictions in the development of advertising education. First of all, the social requirements for design professionals, part of the restrictions on advertising graduates employment options; secondly, the students themselves for advertising professional knowledge and so on. These problems that need to be studied and solved urgently become the new direction of advertising design education research. This article regards the modern advertisement design teaching method as the research object, starts from the market present situation and the request to the employee, analyzes the particularity of the advertisement design education, aiming at its deficiency, puts forward the effective teaching method. The fourth chapter is the main body of the article, mainly discusses the present situation of advertising design teaching and its application methods, summarizes the points of attention of advertising design teaching methods: it must be combined with the characteristics of the curriculum: it should conform to the learning rules of advertising subjects; We should make full use of the existing high-tech teaching methods, and pay attention to the communication with the students, both to impart knowledge and methods. The main methods that can be used in advertising design education are as follows: practical teaching method, case teaching method, simulated company teaching method, research teaching method, brainstorming method, scientific teaching evaluation method, advertising practice education method, cross education method; If there are special circumstances or the special needs of a few students can use tutoring and network teaching methods. At the same time, referring to the literature of advertising design and teaching at home and abroad, this paper enumerates the examples of advertising pictures to illustrate the modern advertising design ideas and common performance skills, and puts forward the social requirements for advertising design practitioners. It is further clear that the classroom should be combined with the market in teaching, the demand of market economy should be taken as the teaching goal, and the theory should be combined with practice.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3-4

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