基于项目工作流程的问题导向下广告设计教学模式研究

Research on the Project Teaching Model of Advertising Design based on Project Workflow and Problem Orientation

文章探讨以广告公司工作流程引导广告设计项目教学,反思传统广告设计忽略思维过程等的急功近利的教学认知局限。通过扩展符合新媒体时代的新内容、强调市场调查、建立教学案例库,采取岗位协作个性化任务实践流程的方式,并以问题情景引导,学生自我导向学习为主的互动性探究式教学设计,围绕学生深层次的设计过程体验、知识经验的探究与建构,最终达到培养学生专业设计能力、岗位适应能力和综合设计素养能力的目的。

This paper discusses how to guide the project teaching of advertising design by the work flow of advertising companies,and reflects on the cognitive limitations of the teaching of quick success and instant benefit,such as ignoring the thinking process of traditional advertising design.By expanding the new content in line with the new media era,emphasizing market investigation,establishing teaching case base,adopting the way of postcooperation and individualized task practice process,and focusing on problem scene guidance and students'self-oriented learning,the interactive research-based teaching design focuses on students'deep-seated design process experience,knowledge experience exploration and construction,and finally achieves the purpose of cultivating students'professional design ability,post-adaptability and comprehensive design literacy ability.