体验与求知:平面广告创作教学中的眼动实验

The Acquisition of Experience and Knowledge: Eye Tracker Experiment in the Teaching of Print Advertising Creation

平面广告创作教学中运用眼动实验,让学生在体验中求知,自主发现广告创作中的一系列科学规律,分别是广告画面要简洁与协调,广告色彩运用应该有冲击力、针对性和层次性,广告文案应该简洁有力,广告创意要切合受众、通俗易懂。融入眼动实验的平面广告创作教学,凸显了学生学习活动的自主性,能激发学生的学习热情。

By using the eye tracker experiment in the teaching of print advertising creation, students can gain knowledge in experience, and independently discover a series of scientific laws respectively, e.g., advertisement pictures focuses concision and coordination; its color application should have an impact, target-orientation and multi- layer; its document needs to be concise and powerful; its originality requires to be target-oriented and easy to understand. We found out that, in the teaching of print advertising creation with eye tracker experiment involved, the students＇ autonomy in learning activity has been highlighted, and their learning enthusiasm has been motivated.