基于心理过程的广告学教学方法体系研究

A Study of Advertisement Teaching Method Systems Based on Psychical Process

广告学是一门新兴的复合学科,有较强的综合性、实践性和创新性,传统单一的教学方法难以取得理想的教学效果。可以基于"认知—情感—意志"心理过程,重新构建广告学教学方法体系。其实践策略包括:促进教学方法体系整体最优,提高教师专业素质和教学科研能力,激发学生学习积极性和创造性,加强制度支撑和服务体系建设,建立产学研合作机制。

Advertisement is a new compound discipline characterized by comprehensiveness,practicalness and innovativeness,whose ideal teaching objectives are difficult to achieve with traditional method.Based on the psychical process of recognition,sentiment and will,this thesis will reconstruct a teaching method system of advertisement,which integrates seven teaching methods,e.g.Interaction,Presentation,Situation,Practice,Case Study,Special Subject and Investigation.The purpose is to optimize the teaching method system,improve the quantity of the teaching staff in teaching and researching,enhance the enthusiasm and creativeness of the students,facilitate the construction of the system support and service system,thus building a mechanism of the collaboration of production,teaching and research.