广告学艺术鉴赏课程研究

A STUDY OF ART APPRECIATION COURSE IN ADVERTISING EDUCATION

艺术鉴赏教育是广告教育的重要一维,但通过对开设广告专业的各高校的调查显示,高等对广告教育中的艺术教育普遍重视不够,存在重艺术技能教育,轻艺术审美教育的现象。健全广告教育,促进艺术鉴赏教育的发展,高校应该注重艺术鉴赏与广告教育的结合;加强相关课程、师资、教材的准备;改进教育和考核方法;采用现代化教学技术;注重挖掘中国传统艺术的资源。

Art appreciation education is one part of advertising education. Researches on universities with the major of advertising show that the course of advertising education attaches little importance to art education or aesthetic education but pays more attention to art skill education. The paper believes that universities should lay stress on the combination of art appreciation education and advertising education, improve advertising education, promote the development of art appreciation education,, strengthen the relevant courses, preparations for teachers and textbooks, reform the methods of teaching and assessment, use modern teaching technology and mine the resources of traditional Chinese art.