案例教学法在本科广告专业教学中的应用研究

Research on the Application of the Case Method in Teaching Undergraduates Advertisement

在中国大学本科广告教学中,尚存落后的、概念型的、封闭的教学方法,以讲授法来传授广告学知识占据主导地位,培养出的人才多是理论知识扎实而实践操作能力不足。但广告业是一个知识密集且更新换代频率较高的行业之一,需要具备多元化知识结构、创新性思维、实践操作能力、团结合作能力等多种能力的综合性人才,以讲授法为主的教学方式很难培养出高素质的广告专业人才。而案例教学法是培养这种复合型人才的行之有效的教学方法之一,它可以使学生了解实际情况,利用所学的知识分析研究实际问题,因此有必要在本科广告教学中引入案例教学法,使学生在每一个案例中复习理论知识、培养创新意识和合作意识、提高实践操作能力,最终成长为高素质的广告专业人才。通过界定案例教学法的概念、分析目前本科广告专业教学中应用案例教学法时存在的问题并对其提出解决方法来展开研究。

In China,there remains backward,conceptual,and closed teaching methods in advertising education for undergraduates. Lecturing occupies a dominant position in teaching,and many talents born out of that teaching method have solid theoretical knowledge yet lack the ability of practical operation. The advertising industry is one of the industries that bear high knowledge-intensiveness and high frequency of replacement. It needs talented persons with diversified knowledge,innovative thinking,and abilities of practical operation and cooperation, and the like. It is hard for lecturing method alone to produce high-quality advertising professionals. The case method is an effective teaching method to cultivate those compound talented persons. It can make students understand the actual situation and use the learned knowledge to study practical problems.Therefore,it is necessary to introduce the case method to the advertisement teaching for undergraduates,so that students review the theoretical knowledge,cultivate awareness of innovation and sense of cooperation,improve practical ability in the cases and eventually grow into high-quality advertising professionals. This article defines the concept of the case method,analyzes the existing application problems of the case method and puts forward some solutions accordingly.