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随着移动互联网的发展以及社交媒体的全面覆盖,自媒体已经成为广告营销的重要渠道,自媒体时代下新呈现的文案现象对现有的文案创作提出了新要求。作为培养文案写作能力的文案课程也应该适时做出调整,转移教学重心是其变革的根本出发点,以此为核心对教学内容、教学手段、教学方法等方面进行改进,形成一个适合时代的务实的教学体系,这将真正有助于培养学生的文案写作能力。
With the development of mobile Internet and the comprehensive coverage of social media, since the media has become an important channel of advertising and marketing, the newly emerged copywriting phenomenon under the media age has put forward new requirements for the existing copywriting. As a copywriting curriculum to cultivate the writing ability of copywriting, adjustments should also be made in a timely manner. The shift of teaching focus is the fundamental starting point for its transformation. Based on this, the teaching content, teaching methods, teaching methods and other aspects should be improved to form a pragmatic Teaching system, which will really help students develop their writing skills.