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中国广告教育已经有了三十年的发展光景,无论是在教学理念,还是教学方法等方面都取得了显著的成绩,但是生存在二十一世纪的广告教育,面临着媒体技术发展所带来的全新的媒体形式提出的更高要求,广告教育中的广告策划、广告创意、广告制作等一系列的流程面临提升的要求,传统广告以课堂为主的教学模式面临着改革的挑战,这是在各种新闻资讯的传播方式变得更加立体化、多元化的大背景下,广告教育必须做出改变的社会前提。媒介环境概念最早是由加拿大媒介理论家Mcluhan在1967提出的,以数字技术为基础、互动传播为特点的创新型媒体一经出现,就以其新颖独特的形式、生动有趣的内容迅速成为广告发布的平台。而今伴随着新媒体的发展,新媒体时代下的广告设计教学必然要随着改革和创新。
Advertising education in China has enjoyed 30 years of development. Both in teaching philosophy and teaching methods, remarkable progress has been made. However, advertising education in the 21st century is facing the development of media technology The new media format put forward higher requirements, advertising education in advertising planning, creative advertising, ad production and a series of processes are facing the requirements of the promotion, the traditional advertising classroom-based teaching model is facing the challenge of reform, which is In a variety of news and information dissemination to become more three-dimensional, diversified background, the advertising education must make changes in social conditions. The concept of media environment was first proposed by Canadian media theorist Mcluhan in 1967. The innovative media characterized by digital technology and interactive communication have been published in the novel and unique form and vivid and interesting content has quickly become advertised platform. Now with the development of new media, advertising design and teaching under the new media era is bound to follow the reform and innovation.