强化广告的竞争意识

发布时间：2019-02-22 20:18

【摘要】：正多少年来,学生偏爱绘画,不喜欢广告。认为绘画高人一等,广告低人一等,绘画有名有利,广告无名无利。因此即便身在装潢,心却在绘画。毕业生分配到设计单位后,想方设法通过各种渠道,转到出版社等可搞绘画的单位,因此长期来存在着“孵小鸡出了小鸭”的现象。今天不同了,广告事业的发展,以它自身的魅力,改变了学生对广告的态度,也改变了学生对前途的选择,每年报考装潢系的人数很多,常常在近千人中择优录取15名。毕业分配时,不仅装潢系的学生愿意分配到广告公司,不少其他专业的毕业生,也主动选择广告公司。他们认为广告公司有活力、有于头,得以发挥他们的理想,在学生的心目中,广告终于翻了身,广告在专业的竞争中展现出它的优势。以前一提及广告,就认为是画广告,篇幅大,可借广告施展一下绘画的本事。近年来的广告教学,使学生对广告的设计观念转变了,明确广告不光是画,它要有明确的市场、准确的定位、巧妙的创意、恰当的媒体艺术的表现等整体的策划而诞生,设计的思路和市场,由过去以作者为中心转向以消费为中心。这种设计观念,通过教学与实践的结合,加深了学生的理解,化为他们的设计
[Abstract]:For years, students preferred painting to advertising. I think painting is superior to others, advertising is inferior, painting is famous and there is no profit. So even if the body is decorated, the heart is painting. After the graduates were assigned to the design units, they tried their best to transfer to the painting units such as publishing houses through various channels, so the phenomenon of "hatching ducklings" existed for a long time. Today, the development of advertising, with its own charm, has changed the attitude of students to advertising, but also changed the choice of students to the future. Graduation assignment, not only decoration students willing to assign to advertising agencies, many other professional graduates, but also actively choose advertising agencies. They believe that advertising agencies are dynamic and capable of fulfilling their ideals. In the minds of students, advertising has finally turned over, and advertising has demonstrated its advantages in professional competition. When advertising was mentioned before, it was thought that it was a painting advertisement, which could be used to display its painting skills. In recent years, advertising teaching has changed students' concept of advertising design. It is clear that advertising is not only painting, but also that it should have a clear market, accurate positioning, ingenious creativity, and the expression of appropriate media art. Design ideas and markets, from the past to the author-centered to consumer-centered. This design concept, through the combination of teaching and practice, deepens students' understanding and turns it into their design.

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