广告学专业“情境体验、以赛带练”教学模式的探索与实践

Exploration and Practice of the Teaching Mode of"Situational Experience and Training with Competition"in Advertising Major

“情景体验、以赛带练”教学模式是一种以培养学生团队作战意识、广告创新思维、自主学习能力的实用型教学模式,通过情景体验、以赛带练的教学模式和业界建立实质性合作,把课堂设置在真实的工作场景里,从业界引进真实的工作内容。指导学生积极参加各种比赛,用比赛的命题作为作业的题目。以现场感、互动性、实用性提高广告学教学效果。

The teaching mode of“situational experience and training with competition”is a practicalteaching mode to cultivate students'team combat awareness,innovative thinking in advertising and self-learningability.Using the situational experience and training with competition teaching mode to establish substantivecooperation with the industry,the real work content is introduced from the industry.Guiding students to takepart in various competitions actively,and use the contest's proposition as the topic of homework,to improve theteaching effect of advertising with the sense of spot,interaction and practicality.