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作为教学评价的一个重要手段,考试可以客观地检验学生对所学知识的掌握情况,考查教师的教学成果,而采用科学有效的考试方式是发挥其应有作用的重要保证。广告学专业不仅要求学生具备深厚的文化底蕴,系统的专业知识,更加重视对学生语言表达、独立创作、社会活动等多方面能力的培养。目前,传统的考试模式束缚了教学改革的步伐,也忽视了对学生创新精神和综合能力的考查,因此,必须探讨新的模式、新的方法、新的标准,考试方法改革势在必行。
As an important means of teaching evaluation, the test can objectively test students’ mastery of the learned knowledge and test the teaching achievements of teachers. The adoption of a scientific and effective examination method is an important guarantee for its proper role. Advertising major not only requires students to have a profound cultural heritage, systematic expertise, pay more attention to students’ language expression, independent creation, social activities and many other aspects of training. At present, the traditional examination mode has limited the pace of teaching reform and neglected the examination of students’ innovative spirit and comprehensive ability. Therefore, it is imperative to explore new modes, new methods, new standards and test method reforms.