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实践教学是高等教育教学的重要组成部分,在培养学生创新意识、创新精神和创新能力方面有不可替代的作用。本论文以广告专业校外实践教育基地为研究对象,通过分析社会人才需求调研数据,提出地方性院校与实践基地建立广告产学互动平台的必要性。借鉴美国和港台广告实践教育的经验,以校外实践基地为平台的产学互动能够让教育与行业变化直接接轨,更应该成为地方性院校广告人才培养的重要举措。
Practical teaching is an important part of higher education and plays an irreplaceable role in cultivating students’ innovative awareness, innovative spirit and innovative ability. This thesis takes the extra-curricular practice education base of advertising specialty as the research object, and through the analysis of social talent demand survey data, puts forward the necessity of establishing an interactive platform of advertisement industry and academy between local colleges and practice bases. Learning from the experience of advertising practical education in the United States and Hong Kong and Taiwan, the interactive production-learning interaction based on the practice base outside the school can directly link education with changes in the industry and should become an important measure for training advertisement talents in local institutions.