美学教育在广告策划与营销专业中的应用研究

Application of Aesthetic Education in Advertising Planning and Marketing

广告策划与营销专业是教育部2015年修订的《普通高等学校高等职业教育专科(专业)目录(2015年)》中新增设的专业,在市场营销专业大类下。从现状来看,广告策划与营销专业开设学校少,招生人数少,导致这一结果的主要原因是专业设计不合理,忽略专业的美学属性,课程设计中缺乏美学教育。本文以四川华新现代职业学院为例,研究美学教育在广告策划与营销专业中的应用,研究增加美学教育对增加学生学习兴趣的有益作用。

Advertising planning and marketing is a newly added specialty in the "Catalogue of Higher Vocational Education Specialities(2015)", revised by the Ministry of Education in 2015, under the category of marketing specialty. From the current situation, advertising planning and marketing major has fewer schools and fewer students. The main reasons for this result are unreasonable professional design, neglect of professional aesthetic attributes, and lack of aesthetic education in curriculum design. Taking Sichuan Huaxin Modern Vocational College as an example, this paper studies the application of aesthetic education in advertising planning and marketing, and the beneficial role of increasing aesthetic education in increasing students’ interest in learning.