“双创”背景下影视广告动画课程教学内容的市场对接探索

Exploration on the Connection between Curriculum Teaching Content and Market in Film Advertising Animation under the Background of "Innovation and Entrepreneurship"

新媒介的融合使影视广告无论在内容、形式和载体上都发生了前所未有的变化,传统的影视广告课程教学不再适应新时代的媒介和市场的需求,构建适应新形势下影视广告教学内容,培养懂数字影视广告设计与各媒介的整合传播人才,才能把握时代脉搏紧跟市场变化,达到高校广告设计教学服务社会的功能。

The integration of new media has brought unprece-dented changes to film advertising in content, form and carrier.The traditional teaching of film advertising is no longer adapted tothe requirements of the media and market of the new era. There-fore, we should construct teaching contents adapting to the newsituation, and cultivate talents witha knowledge of digital filmadvertising design and integrated communication of different me-dia, so as to grasp the pulse of the times and keep up with thechanges in the market, and realize the function of college adver-tising design teaching to serve the society.