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近年来,广告行业对高校广告专业毕业生的实践能力尤为看重,作者介绍并分析了所在的教学团队对广告学课程教学的改革尝试的具体做法。通过课堂教学环节的五个紧密关联的项目设计,调动学生的学习兴趣,引导学生掌握正确的学习方法,培养学生的广告实践能力、创新精神、语言表达能力及团队协作能力。通过由“闭卷考试”到“开卷考试”的改革,使课堂教学的项目设计成果在考试环节中得到巩固与加强。
In recent years, the advertising industry attaches great importance to the practical ability of advertising graduates in colleges and universities. The author introduces and analyzes the concrete practice of the teaching team that tries to reform the teaching of advertising courses. Through the five closely related project design in classroom teaching, students ’interest in learning is mobilized to guide students to master the correct learning methods and to cultivate their students’ advertising practice ability, innovative spirit, language skills and teamwork skills. Through the reform from “closed book examination” to “open book examination”, the result of project design in classroom teaching was consolidated and strengthened in the examination session.