高校教学参与地方文化创意产业模式研究——以广告学专业为例

产学研结合多侧重于"产"和"研"结合,"学"的主体地位经常被忽略。在创意产业蓬勃发展的背景下,教学在产学研结合中的作用得以凸显。特别是对于广告学这样综合性和实践性强、与市场对接紧密的专业来说更是如此。文章从产学研结合存在的问题出发,探讨了高校广告教学参与地方文化创意产业的模式、执行过程中遇到的问题以及合作的意义,以期为广告学专业和文化创意产业的发展提供互惠性的思路。

Production and research with more focus on the ＂production＂ and ＂research＂ combination, leaming＇s dominant position is often overlooked. In the age of creative and cultrural industry, the role of teaching in the combination of production and research is highlighted. Especially for Advertising, it is comprehensive and practical, and is close to the market. The paper begins with the problems of production and research combination, and then explores the model of Advertising＇s teaching of the college＇s participation in local creative and cultural industries, problems encountered in the process of implementation, as well as the significance of co- operation. This paper will provide a reciprocal view to development of advertising professional and creative and cultural industry.