中外广告史教学的探索与思考

Exploration and Thinking on Teaching of China-foreign Advertisement History

结合中外广告史教学的现实特点,总结了近几年来对中外广告史的教学方法与教学模式的探索与思考的部分相关成果,从尊重历史尺度——寻根究源,结合专业特点——重构体系,开发创新思维——大胆质疑等三个方面,以案例剖白的形式,展示了本学科教学的几个重要特点,突出强调了教学过程中教师主导、学生主位的教学模式。

With the combination of realistic features of the reaching of China-foreign advertisement history, this. paper summarized some relevant achievements of teaching methods and teaching models of China-foreign advertisement history in the past several years. From the following three aspects： respecting history dimension seek the roots and investigating the source; combination of specialty lea-tures-reestablish the system and developing innovative thought-bold questioning, this paper demonstrated several important characters of undergraduate teaching and emphasized the teacher-oriented and student-dominated teaching models in the teaching process.