商业广告课程教学大纲(国外英语资料).doc

商业广告课程教学大纲 Business advertising syllabus Applicable objects: Credit: 4.5:84 The nature and task of the course This course is one of the important courses in art design. After a period of concentrated system study, students can master the basic means and methods of advertising design and creativity. Combined with practice and practice, the combination of creative and advertising design can be more closely integrated. Second, the teaching content of the course An introduction to advertising ideas (1) the meaning of advertising ideas To understand advertising ideas from advertising strategies and strategies Understand advertising ideas from advertising campaign features The definition of advertising ideas (2) the way advertising is thought Innovate the way of thinking The idea of advertising is people-oriented (3) the characteristics of advertising ideas The theme is simple The concept of expression is novel The idea of advertising is accurate The emotional effect is natural (4) advertising strategy and creative strategies The global concept and strategic objective of advertising strategy The relationship between advertising strategy and advertising strategy Advertising creative strategies 2, different concepts of advertising creative design (1) art school advertising ideas (1) he and the creative guide Leo boehner and the dramatic theory (2) the concept of science pie advertising ideas Les and USP The magic lamp and brand image theory (3) mixed-blood advertising ideas Position theory (2) the theory of CI (3) IMC theory The principle of advertising creative design (1) scientific and artistic design of advertising ideas The scientific principle of creative design of advertising The artistic principle of creative design of advertising The idea of advertising is the crystallization of science and art (2) innovation and effectiveness of advertising creative design The innovative principle of creative design of advertising The practical principle of advertising creative des