“全媒体+融媒体”背景下广告设计教学全新改革探索

An All New Reform on Ad Design Teaching in the“Omni-media+Converging Media”Context

在“全媒体+融媒体”的新时代下,广告设计教学迎来全新的挑战。相较于传统的广告教学,新媒体时代更突出了对创新型广告人才的需求。当前广告设计教学存在课程设置滞后、教学体系不连贯、教学信息化建设不足等问题。改革策略是:重新规划课程体系,修订广告专业人才培养方案;根据现代广告业特点安排项目过程教学;构建全新的广告专业教学内容、教学关系;建设广告专业新的信息化平台;整合适应广告教学的实训基地;组织促教、促学的广告设计竞赛实战。

In the“omni-media+converging media”era,the ad design teaching is being challenged because the problems like its backward educational program,incoherent teaching system and insufficient construction of IT-based teaching,etc.make it unable to meet the higher demands over innovation-oriented professionals of the new media age.Some possible strategies of reform were proposed in the paper below such as redesigning the curricular system,revising the educational program,planning project process teaching in accordance with the features of modern ad industry,introducing all new teaching materials and teaching-learning relationship,establishing new IT platforms,integrating corresponding practical training bases and organizing practical competitions to stimulate both teaching and learning.