基于传播理论架构下的广告教学改革与创新实践分析——以教师负责的实践教学工作室模式的创建为例-analysis of advertising teaching reform and innovative practice based on the framework of communication theory - taking the establishment of teachers responsible practice teaching studi.docxVIP

摘要中国广告教育经历了近 30 年的发展历程，在这一发展历程中，中国广告教 育在教学理念、教学方法、教学实践方面都取得了显著成绩。然而，在成绩的背 后，当前我国广告教育仍然面对诸多亟待解决的问题，其中，以往以课堂教学为 中心，以课本为主导的传统教学理念与教学方式，已经不能满足和适应当今社会 与经济发展对广告人才的需求。本研究以传播理论为指导，以实践教学为例证，通过理论与实践研究，探索 和总结一个适应当今社会与经济发展需要的符合广告教学规律的具体教学模式。 其核心内容是：以传播理论为基础，以学生为主体，以创建教师负责的教学工作 室模式为教学改革平台，以各项有效的实训为手段，以此实现真正意义上的教学 与社会相结合，为构建一个培养高素质的广告创新人才的教学模式创造条件。关键词：传播理论；教学改革；创新实践；工作室模式AbstractChinas advertising education has experienced a nearly 30-year development of this course of development, Chinas advertising education teaching philosophy, teaching methods, teaching practices have achieved remarkable results. However, behind the results of advertising education is still faced with many problems to be solved, which, in the past the traditional teacher-centered, curriculum-oriented teaching philosophy and teaching methods, has been unable to meet and adapt to todays social and economic development demand for advertising professionals.In this study, communication theory as a guide to practice teaching as exemplified by the theory and practice of research, to explore and summarize a specific teaching models need to adapt to todays social and economic development in line with the laws of advertising teaching. Its core content is: communication theory to students in the effective training as a means to create a teacher responsible for teaching studio system for teaching reform platform, in order to achieve a true sense of the teaching and social combining to create the conditions to build a teaching model train high-quality advertising creative talents.Key words: Advertising teaching; teaching reform; Innovative practice; studio model目录摘要..............................................................IAbstract ..........................................................II目录............................................................III引言..............................................................11 绪 论 .............................................................21.1 研究背景.........................