红色元素在广告学专业课程教学中的应用探究

习近平总书记强调“广告宣传也要讲导向”和教育部对高校课程思政建设提出的“实现知识传授和价值引领相统一”对全面推进新文科建设背景下的广告学教学指明了改革方向。一直以来,广告学专业教学长期强调以商业利益为导向,侧重对欧美现代广告理论的讲授。文章以当前党史学习教育为契机,将红色元素进行文化赋值,在课程中对其在广告中运用进行挖掘、提炼和呈现,丰富课程内容,从而有效建构师生中国广告价值观,形成“思想教育+通识教育+专业教育”的立体化培养模式探索实践,将课程思政落到实处。

Chinese President Xi Jinping emphasized that"advertising should also be guided"and the Ministry of Education's"realizing the integration of knowledge transfer and value guidance"on the ideological and political construction of college courses pointed out the reform direction of advertising teaching under the background of the construction of new liberal arts.For a long time,the teaching of advertising has long emphasized the orientation of commercial interests,focusing on the teaching of modern advertising theories in Europe and the United States.This article takes the current party history learning and education as an opportunity to carry out cultural assignment of the red element,excavate,refine and present its use in advertising in the curriculum,enrich the content of the curriculum,thereby effectively constructing the values of teachers and students in Chinese advertising.The three-dimensional training model of"ideological education+general education+professional education"has been explored and practiced,and the curriculum ideology and politics have been put into practice.