“电视广告”教学中蒙太奇理论的解读

Montage theory and the teaching of television advertising

"电视广告"教学中一个主要目的就是培养学生掌握电视媒体的优势特色,学会用蒙太奇理论去创意和表现广告主题,最大限度地发挥电视的视觉冲击效果,但由于诸多原因导致学生没有蒙太奇理论的基础知识和思维习惯,因此在教学中采用多看、多评、多做的方法,向学生传授蒙太奇理论,并训练和培养其运用蒙太奇技巧和能力,同时也要时刻提醒学生把握电视广告的特点,注意目的与技巧的区分,从而使电视广告的创意和表现达到一个完美的结合。

One of the most significant teaching objectives of the television advertising is to enable learners to master the Montage conceptions and applications of advertising on televisions.Hence it is argued that students should do more practices to learn the Montage conceptions and specific skills of creative advertising on televisions.