实战情景式教学在广告策划课程中应用

Application of Actual Combat Circumstance Teaching in the Course of Advertising Planning

本项研究旨在通过广告策划课程教学改革,寻求解决平面设计专业三、四年级专业课程与市场实际需求的差异性问题。改革后的广告策划课程,将由不同案组对于同一个典型性案例展开广告策划和比稿,由校内外业界精英组成的专家团展开评审,最后评出优胜方案。通过实战情景式教学模式的研究和实践,为本专业其他课程教学方法的改革提供参考,为在校期间的专业创作建立起了清晰的判断标准,教师更加明确设计教学的目的性,学生更加主动地去研究市场和展开针对性创作。

The study is aimed at looking for the solution of the otherness between major required courses of juniors and seniors in the major of graphic design and the actual need of the market, through reforming the teaching of advertising planning course. After reforming, the course of advertising planning will be taught in the following way: firstly, various case groups will make advertising planning and comparison for the same typical case, secondly, all the plans will be judged by the expert group formed by outstanding persons in the industry from the inside and outside of the college, finally, the superior plans will be decided by the expert group. Through studying and practicing the model of actual combat circumstance teaching,references will be provided for teaching reform of other courses of the same major; definite judging criterion will be formed for the specialty creation in the period of studying in the college; and all the teachers will be familiarized with the purpose of design teaching,and all the students will more actively study the market and create more pertinently.