智媒时代广告学专业品牌创意类课程教学体系创新研究

广告传媒行业正逐步实现由传统媒体向智能媒体的转型,这一转型的实现需要更多的新型广告人才。互联网思维、平台思维及智能媒体互动思维便成为当前社会对广告人才的新要求。然而,由于智能媒体实验设施的缺乏、培养人才与社会需求的脱节、评价体系的不完善及教师教育理念和教育方法的落后等,都使广告学专业品牌创意类课程教学体系的创新受到阻碍。为此,高校和广告学专业教师应从引进先进的智能媒体实验设施、寻求与媒体机构的合作、完善品牌创意类课程及评价考核体系和转变教学理念及教学方法等,为实现广告学专业品牌创意类课程教学体系在智能时代的创新提供助力。

Advertising media industry is gradually transforming from traditional media to intelligent media,and the realization of this transformation requires more new advertising talents.Internet thinking,platform thinking and intelligent media interactive thinking have been the new requirements for advertising talents in the current society.Nevertheless,by reason of the lack of experimental facilities of intelligent media,the disjunction between talents cultivation and social needs,the imperfection of the evaluation system and the backwardness of teachers'educational concept and methods,the innovation of the teaching system of brand creativity courses in advertising major has been hindered.To this end,colleges and professional teachers of advertising major should contribute to the innovation of brand creativity courses teaching system in the intelligent era from the point of introducing advanced intelligent media experimental facilities,seeking cooperation with media agencies,improving evaluation and assessment system of brand creativity courses,and changing teaching concept and teaching methods,etc.