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广告创意能力的培养是目前中国广告学专业教育的核心问题,随着高教体制改革,对大学生专业教育的模式、方法的探讨不断深入人心,自2005年第一届大广赛至今,已成功举办了六届七次赛事,全国上千所院校竞争,数十万学生参与创作,形成了全国范围内规模最大的,专业性最强的广告学教学实践平台。大赛使得学校社会企业互通。通过大学生对企业品牌背景资料的挖掘、了解、分析、进行创作,不仅给予品牌灵感与启迪,同时也提升了在校大学生广告创意与实践能力。本文通过分析六届七次赛事的参赛经验,总结创意的观点与高度的提升,为促进广告学实践教学提供借鉴。
Advertising creative ability is the core issue of professional education in China’s advertising at present, with the reform of higher education system, the discussion of the mode and method of professional education for students has been deeply rooted in the hearts of the people, and has been successfully held since the first Grand Campaign in 2005 Six sessions of seven competitions, thousands of colleges and universities nationwide competition, hundreds of thousands of students involved in creation, formed the nationwide largest, most professional advertising teaching practice platform. Competition makes the school social enterprises exchange. Through the university students digging, understanding, analyzing and creating the brand background of the enterprise, it not only gives inspiration and enlightenment to the brand, but also enhances the creative and practical ability of college students in advertising. This article analyzes the experience of participating in the six times of the six competitions, summarizes the ideas and the promotion of creativity, and provides reference for the practical teaching of advertising.