“广告史”课程教学中的思政实践与创新

Ideological and Political Practice and Innovation in the Teaching of"History of Advertising"Course

“广告史”是广告学专业的核心课程,是本专业实践课程思政的重要阵地。我国各个历史时期的广告发展是“广告史”课程的主体内容,蕴含深刻丰富的思政内涵。除传授专业知识外,“广告史”课程讲授还应引导学生充分了解灿烂的中华文明,学习中华优秀传统文化,增强他们的爱国情怀和民族自豪感。以“广告史”课程为例,探析大学本科教育的思政实践路径,力求做到专业知识与价值观相结合、主导性和主体性相结合、讲授性和启发性相结合、显性教育与隐性教育相结合。

"History of Advertising"is the core course of advertising majors,and an important position of ideological and political practice course of this major.The development of advertising in each period of Chinese history is the main body of the course of"History of Advertising",which contains profound and rich connotation of ideology and politics.In addition to the teaching of professional knowledge,the course of"History of Advertising"should guide students to fully understand the splendid Chinese civilization and learn the excellent traditional Chinese culture,so as to enhance their patriotic feelings and national pride.Taking the course of"History of Advertising"as an example,the path of analyzing undergraduate education should strive to combine professional knowledge and values,dominance and subjectivity,lecturing and inspiration,and explicit and implicit education.