广告设计教育的社会适应性问题研究

发布时间：2018-06-27 13:15

本文选题：广告设计 + 教育　；参考：《南京艺术学院》2009年硕士论文

【摘要】： 改革开放以来,随着我国市场经济的发展,社会生活的转型,作为以向目标市场推销产品、服务与观念为最终目的的广告,在经济、商业及人们的日常生活中越来越占据着重要的位置。现代广告市场发生了巨大的变化,随之对广告从业人员提出了更多更新的要求,这些新的变化和要求,对中国的广告设计教育提出了一个根本性的课题,即广告设计教育如何发展才能适应社会和市场的需求。本文以广告设计教学活动作为研究对象,从研究现代广告的特点和对从业人员的要求出发,借助广告学的理论支持,通过对当前高等院校广告设计教育现状的分析和对广告公司相关人员的调查,找出当前高等院校广告设计教育存在的问题。针对当前广告设计教育和社会不相适应的现实情况,提出应该从提升广告专业学生的社会责任意识出发,培养学生扎根市场的能力,增强学生的实践技能。进一步明确应该把课堂与市场结合起来,将满足市场经济的需求作为教学目标,把更好的适应社会作为落脚点,进一步推动我国广告设计教育的发展。
[Abstract]:Since the reform and opening up, with the development of our market economy and the transformation of social life, as an advertisement with the ultimate aim of promoting products, services and concepts to the target market, it is in the economy. Business and people's daily life are more and more important. Great changes have taken place in the modern advertising market, with which more and more updated requirements have been put forward for advertising practitioners. These new changes and requirements have put forward a fundamental subject for advertising design education in China. That is, how to develop advertising design education to meet the needs of society and the market. This article takes the advertising design teaching activity as the research object, from the research modern advertisement characteristic and the request to the profession, with the help of the advertising theory support, Based on the analysis of the present situation of advertising design education in colleges and universities and the investigation of the relevant personnel of advertising companies, the problems existing in advertising design education in colleges and universities are found out. In view of the fact that the education of advertising design is not suitable to the society at present, it is proposed that the students' ability of taking root in the market should be cultivated and their practical skills should be strengthened by raising the awareness of social responsibility of the students majoring in advertising. It is further clear that the classroom should be combined with the market to meet the needs of the market economy as the teaching goal, to better adapt to the society as the foothold, to further promote the development of advertising design education in China.
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

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