影视广告创意教学与大学生竞赛的互动机制研究

Research on the Interactive Mechanism between Creative Teaching of Film and Television Advertising and College Students Competition

作为数字媒体教育的重要环节,影视广告创意与制作是重要的发展方向。分析影视广告教学的现状,突出实践性、创新性与跨学科性,在知识目标、能力素质和情绪情感意志上不断深化内涵,实施'前期准备—中期素材—后期制作'的一体化教学流程,建构立体化考核体系,实施常态化项目教学,组建阶梯化人才队伍,是数字媒体教育的内容组成。

As an important part of digital media education,the creativity and production of film and television advertising is an important development direction.This paper analyses the present situation of film and television advertisement teaching,stresses practicality,innovation and interdisciplinary,deepens its connotation in knowledge goal,ability quality and emotional will,implements the integrated teaching process of pre-preparation,medium material and post-production,constructs a three-dimensional assessment system,implements normal project teaching and builds a ladder-like talent team.