全国大学生艺术广告大赛嵌入广告教学案例研究——以厦门大学广告系《视听广告创作》课程为例

A case study of embedding advertisement teaching related to National Advertising Art Design Competition for College Students

在广告教学中,如何将理论知识与实践有效地结合、锻炼和提升学生的综合能力是广告专业一线授课老师努力实践的方向之一。借助全国大学生艺术广告大赛这个全国性的赛事平台,我们将厦门大学新闻传播学院广告专业必修课程《视听广告创作》进行了调整,尝试嵌入式教学,即把课程期末作品的选题与制作按照大广赛的选题要求同步进行,极大激发了学生的参与热情并取得了良好成绩。最后,我们也对新媒体环境下如何引导学生成为视频内容制造者和传播者提出了课程设计展望。

In the teaching of advertising, how to effectively combine theoretical knowledge and practice, exercise and improve students’ comprehensive ability is one of the directions for many first-line teaching teachers in the advertising profession to practice hard. Thank the National Advertising Art Design Competition for College Students, this national competition platform, we have appropriately adjusted the professional compulsory course "Audiovisual Advertising Creation" of the Advertising Department of the School of Journalism and Communication of Xiamen University and tried embedded teaching during the course process. We carried the topic selection and production of the final works of the course according to the requirements of the topic selection of the National Advertising Art Design Competition, which has greatly stimulated students’ enthusiasm for participation and achieved good results of the course. Finally, we also put forward the curriculum prospect of how to guide students to become video content producers and disseminators in the new media environment.