从文化创意产业的视角论广告学专业实践的新模式

New Model of Advertising Professional Practice from the Perspective of the Cultural Creative Industries

实践教学是人才培养的途径和组成。广告行业作为文化创意产业的一部分,广告学的专业实践要符合文化创意产业的需求。现有的广告学专业实践模式存在问题,理论和实践比较脱离、实践教学还不能满足产业对于人才的高端需要、评价模式没有体现产业需求的核心。因此,我们要从文化创意产业的角度出发建立一种新的模式,即理论实践融合,强调创新、创意能力,满足行业对高素质人才的需要,展现文化创意产业的特点的实践教学模式。

The professional practice teaching is the way and the composition of personnel training. The advertising industry is a part of the cultural creative industries so that the advertising professional practice should meet the needs of the cultural creative industries. There are some problems in the advertising professional teaching mode, for example, separating of the theory and the practice, ignoring the needs of high-end talent people, evaluation model does not reflect the core of the industry. Therefore, from the point of view of the cultural creative industries we should establish a new model of the professional practice, which establish the integration of theory and practice; emphasize innovation, creativity; meet the needs of the high-quality personnel, show the characteristics of the cultural creative industries.