新媒体时代广告教学困境和路径

The Dilemma and Path of Advertising Teaching in the New Media Age

新媒体时代的广告与传统广告在人才需求方面存在差别,新媒体时代广告人才需求更趋向于复合型人才,行业要求他们对行业环境的敏锐度、新媒体运用、技术操作都具有突出能力。广告教学依据行业需求进行优化和改革,从注重人才综合素质培养、广告基础课程与新媒体课程兼容、实践与理论教学并驾齐驱三方面进行教学路径优化。

There is a difference in the demand for talent between traditional advertisements and advertisements in the new media era.The demand for advertising talents in the new media era tends to be lacking in compound talents.The industry requires them to be sensitive to the industry environment,new media applications,and technical operations ability.The advertising teaching is optimized and reformed according to the needs of the industry.The teaching path is optimized from three aspects:the comprehensive quality training of talents,the compatibility of advertising basic courses and new media courses,and the practice and theory teaching.