情境学习理论视角下高校“广告文案写作”的课堂教学改革

Classroom Teaching Reform of “Advertising Copywriting” from the Perspective of Situational Learning Theory

目前国内高校广告文案写作课程教学普遍存在理论讲授时间过长、讲授内容与现实脱节等问题。为了适应移动互联时代的媒介生态,提高学生广告文案写作水平,将情境学习理论融入广告文案写作课堂教学,有助于增进学生的学习热情,丰富师生的交流形式,提升课堂的教学质量,改善教学效果,最终使学生的广告文案写作能力和综合素质得到全面提升。

In the era of mobile internet, the teaching of"copywriting writing"generally has problems such as too long theoretical lectures, disjointed content and reality. In order to improve students’ advertising copywriting level, adapt to the current media ecology, and integrate situational learning theory into"advertising copywriting", the classroom teaching of writing is very necessary. It helps to enhance students’ enthusiasm for learning and self-pose, enriches the form of interaction between teachers and students, effectively improves the quality of teaching and teaching effects, and ultimately achieves the overall improvement of students’ advertising and writing skills.