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广告文案写作课程随着广告产业的发展具有更广泛的内涵,成为一门修辞和写作技法与广告策略深度融合的课程。本次研究发起了对内蒙古科技大学艺术与设计学院广告学专业学生的调查发现造成问题的主要原因来自教学理念和教学方式两个方面,提出“大文案”和教师引导两种教学理念改革方向,教学方式以案例教学作为课程讲授的线索,将案例内容的配比、案例的来源、案例分析与分享、写作训练的命题和评判测试、作品的再传播五个环节贯穿,作为教学方式的改革的切入点,对现存问题的解决有所帮助。
As the development of advertising industry has a broader connotation, the advertising copywriting course has become a course in which rhetoric, writing skills and advertising strategies are deeply integrated. The study initiated a survey of students majoring in advertising in Inner Mongolia University of Technology and Design Institute of Art and Design and found that the main causes of the problems originated from the two aspects of teaching philosophy and teaching methods. They proposed the reform of two teaching concepts: “big copy” and teachers’ guidance Direction and teaching methods to case teaching as a clue to teach courses, the contents of the case ratio, the source of the case, case analysis and sharing, training writing proposition and judging the test, the work of the re-spread of five links, as a teaching method The starting point for reform is to help solve the existing problems.