数字媒体时代广告实战教学改革的探索

Exploration on the Reform of Practical Teaching of Advertising in the Digital Media Era

信息时代,高等院校的广告类专业的教育教学改革,必须遵循数字媒体时代的特征、了解数字媒体与传统媒体的区别与联系,调整自身在教育管理、教学模式等方面的改革方向,以科学发展观为立足点,为社会、传媒行业培养更多的优秀广告人才和新媒体从业人员。高校传媒类专业如何有意识地引导学生从传媒媒体广告思想向新媒体网络广告思维过渡,这是在教学中要思考和研究的重中之重,也是目前亟待转变观念、形成新教育模式的关键所在。

In the information age,the education and teaching reform of advertising majors in colleges and universities must follow the characteristics of the digital media era,understand the differences and connections between digital media and traditional media,adjust their reform direction in education management and teaching mode,and cultivate more outstanding advertising talents and new media practitioners for the society and the media industry based on a scientific outlook on development.How media majors in colleges and universities consciously guide students to transit from media advertising thinking to new media network advertising thinking is the most important thing to think and study in teaching.It is also the key to the current need to change concepts and form new educational models.