Third, the purpose of teaching and human training objectives The purpose of advertising design teaching is to train a professional design talent with a high overall quality, a macro grasping ability and practical ability, here emphasizes the overall quality, it includes:
1. Communication skills: The purpose of communication is to create a psychological state and a peaceful atmosphere that understands and supports each other with the enterprise and the society. Students are required to possess and master different methods and methods from contact, communication, and access to all aspects. Learning and various The ability of people with different personalities to make friends and work together in a sincere and practical work attitude with all stakeholders in society and in the enterprise is the basic condition for winning the best working environment, gaining trust and support, and even making the business successful.
2. Organizational ability: The cultivation of organizational ability is mainly to guide students to establish a positive spirit of collaboration, to understand the overall management procedures of the organization and management methods and coordination methods, to correctly handle the relationship between the whole and the local, to communicate with each other, division of labor cooperation.
3. Planning capabilities: The planning capabilities include the ability to investigate, analyze, research, and integrate enterprise-related environments, products, and markets from a variety of perspectives, using scientific research methods to refine, integrate, and write predictable, personalized information. The effectiveness of the planning program, the accurate positioning of products and advertising, determine the advertising strategy and theme and the appropriate design tools and forms.
4. Creativity: Creativity is mainly reflected in the cultivation of creative thinking and advertising creativity. The use of concentrated thinking and divergent thinking to design creative advertisements is unprecedented, unique, and effective is the key to creative ideas.
5, performance capabilities: reflected in two aspects, on the one hand is the ability to express language, discuss their own design ideas, through persuasive conversation or text, to convey their own design concepts to customers. This is the basis for gaining recognition and reaching consensus. On the other hand, it is embodied in the expression and display of abstract concepts, concrete figures and entities. The unique personality and culture of designers are expressed in paper or other media through the laws of beauty. Use the design's own composition, shape, and color language to convey information, content, ideas, and ideas. These two aspects are mostly technology and techniques, requiring students to start with training, master the theoretical basis, basic techniques, and use it to learn. Skilled use of painting techniques, photography techniques, and design techniques, as well as the mastery and control of computer-aided design, software, and other high-tech methods.
Fourth, teaching methods and step arrangements As an independent discipline system, advertising design should have its own teaching methods and systematic teaching steps.
Through many years of experience in the establishment of advertising companies and discussions in the teaching process, the author concludes that advertising design teaching should adopt an open and diverse combination of methods, in accordance with the teaching principles of the theory and practice, and proceeding from practice to enable students to pass Experience first hand to systematically study and master the theory, common sense and laws of advertising design, and understand the entire process of advertising. Develop practical teaching methods that are more adaptable to the social age and adapt to the market economy. The teaching method of advertising design should be composed of several forms such as classroom teaching, social market research, special lectures, simulated combat, and group collaboration.
1. Classroom Teaching: Classroom teaching is mainly about basic theory teaching and classroom organization, discussion and defense. The basic theory teaching mainly solves the theoretical problems of students with regularity and guiding significance in advertising design concept and specific operation methods. The content of the teaching system is complete, covering the entire teaching process in the form of “faceâ€. The discussion of classroom organization is a manifestation of the teaching interaction method. It is also a means of revitalizing student thinking and cultivating students’ active and active participation awareness and language expression ability. Organizational discussion, defense, inspiring teaching and learning, can deepen the students’ theoretical understanding, raise questions in the discussion process, and propose solutions to them, and try to solve it. This is a common subject of any discipline and scientific research. The so-called “genius†is also A person who is good at finding problems and solving problems. In addition, it can also help teachers improve teaching content and teaching methods, and play an active role in teaching.
2. Special Lectures: Special Lectures are the deepening research process that divides the theoretical knowledge of “face†into representative “pointsâ€, and invite the relevant experts, scholars, presidents and famous designers of professional advertising companies, and so on. An in-depth explanation and appreciation of a case in advertising design can make up for the insufficiency of classroom teaching in general and lay a foundation for mastering contemporary advertising design concepts and practical training.
3. Social market research: The purpose is to train students to go deep into the society, participate in the market's comprehensive ability and quality, select a product topic in the teaching process, and enable students to apply the survey methods taught in the classroom to the actual investigation activities. The society develops the ability to analyze problems and solve problems and has strong resilience. At the same time, it requires students to conduct statistical research on the content and results of their own surveys, write out investigation reports with pertinent opinions and conclusions, and write reports based on the survey reports. Corresponding advertising strategies with advertising strategies.
4. Simulated actual combat: During the process of social market research, students arbitrarily choose the products they want to plan, creatively design, conduct market research and research purposefully, carry through a product theme from beginning to end, and master product advertisements from market research to writing advertising plans. The entire process of creativity, design, production, and release is followed by cultivating the overall concept of students starting from the market so as not to enter into the formal mistaken belief that "only to see, but no use." The purpose of simulated combat is to combine theory with practice, better meet the needs of the society and the market, and lay a solid foundation for the real operation of advertising.
5. Group Collaboration: Group Collaboration is a teaching method adopted for the design of larger and more complex ad designs. It defines an overall goal and requirements and organizes students to discuss and research in groups. The so-called “creative team†and “brain group†"Wait, like a small advertising company, and conducts planning, creativity, design and production of various projects. In the process, it fosters the spirit of collaboration among students in the sharing of work and division of labor, as well as the macro-control of the effective coordination of overall and local relationships." Competence and organizational capabilities. The above five teaching methods are a whole. In the teaching process, they should be combined and used flexibly according to the specific conditions of students and teaching needs. In addition, in the advertising design teaching process, if you can receive real advertising business and projects, introduce the actual product advertising planning and design business into the classroom, it is the best teaching method. In this way, there is a clear theme in the guidance of the teacher. Next, from investigation and analysis, planning, creativity to design, production, and publication, students can realize a lot of practical experience and knowledge, and they have teaching effects that cannot be achieved by classroom simulation.
The following is the corresponding advertising design teaching step schedule, only for teachers and students in the advertising teaching process reference:
Advertising Design Teaching Steps Schedule Forms Weekly Teaching Forms Teaching Contents Assignment Requirements 1 Classroom Instructional Advertising Design Fundamental Theory Case Analysis Thinking Questioning 2 Social Education Choosing Commodities, Conducting Market Research Research Selection, Identifying Goods, Understanding Product Market Situation 3 Social ,Classroom teaching advertising planning,determination of advertising strategy,advertising positioning and theme writing advertising planning program,required unique,accurate 4 classroom teaching counseling advertising creative design full of personality, new ideas, creative sketches 5 classroom teaching counseling print advertising creative design production plan design , Skills use 6 classroom teaching, discussion, counseling creative ideas, design concepts, painting, photography and computer-aided design production speeches, defenses, design. 7 Classroom teaching guidance computer-aided design, production (by means of unscrupulous performances such as photography or hand-painting) Production of several sets of print advertisements and TV script assignments 8 Completion of production, teaching summary, evaluation based on the level of the student's advertising planning book, speech, defense and design assignments To comprehensively evaluate the professional quality and total scores of students jointly assessed by professional teachers and instructors
1. Communication skills: The purpose of communication is to create a psychological state and a peaceful atmosphere that understands and supports each other with the enterprise and the society. Students are required to possess and master different methods and methods from contact, communication, and access to all aspects. Learning and various The ability of people with different personalities to make friends and work together in a sincere and practical work attitude with all stakeholders in society and in the enterprise is the basic condition for winning the best working environment, gaining trust and support, and even making the business successful.
2. Organizational ability: The cultivation of organizational ability is mainly to guide students to establish a positive spirit of collaboration, to understand the overall management procedures of the organization and management methods and coordination methods, to correctly handle the relationship between the whole and the local, to communicate with each other, division of labor cooperation.
3. Planning capabilities: The planning capabilities include the ability to investigate, analyze, research, and integrate enterprise-related environments, products, and markets from a variety of perspectives, using scientific research methods to refine, integrate, and write predictable, personalized information. The effectiveness of the planning program, the accurate positioning of products and advertising, determine the advertising strategy and theme and the appropriate design tools and forms.
4. Creativity: Creativity is mainly reflected in the cultivation of creative thinking and advertising creativity. The use of concentrated thinking and divergent thinking to design creative advertisements is unprecedented, unique, and effective is the key to creative ideas.
5, performance capabilities: reflected in two aspects, on the one hand is the ability to express language, discuss their own design ideas, through persuasive conversation or text, to convey their own design concepts to customers. This is the basis for gaining recognition and reaching consensus. On the other hand, it is embodied in the expression and display of abstract concepts, concrete figures and entities. The unique personality and culture of designers are expressed in paper or other media through the laws of beauty. Use the design's own composition, shape, and color language to convey information, content, ideas, and ideas. These two aspects are mostly technology and techniques, requiring students to start with training, master the theoretical basis, basic techniques, and use it to learn. Skilled use of painting techniques, photography techniques, and design techniques, as well as the mastery and control of computer-aided design, software, and other high-tech methods.
Fourth, teaching methods and step arrangements As an independent discipline system, advertising design should have its own teaching methods and systematic teaching steps.
Through many years of experience in the establishment of advertising companies and discussions in the teaching process, the author concludes that advertising design teaching should adopt an open and diverse combination of methods, in accordance with the teaching principles of the theory and practice, and proceeding from practice to enable students to pass Experience first hand to systematically study and master the theory, common sense and laws of advertising design, and understand the entire process of advertising. Develop practical teaching methods that are more adaptable to the social age and adapt to the market economy. The teaching method of advertising design should be composed of several forms such as classroom teaching, social market research, special lectures, simulated combat, and group collaboration.
1. Classroom Teaching: Classroom teaching is mainly about basic theory teaching and classroom organization, discussion and defense. The basic theory teaching mainly solves the theoretical problems of students with regularity and guiding significance in advertising design concept and specific operation methods. The content of the teaching system is complete, covering the entire teaching process in the form of “faceâ€. The discussion of classroom organization is a manifestation of the teaching interaction method. It is also a means of revitalizing student thinking and cultivating students’ active and active participation awareness and language expression ability. Organizational discussion, defense, inspiring teaching and learning, can deepen the students’ theoretical understanding, raise questions in the discussion process, and propose solutions to them, and try to solve it. This is a common subject of any discipline and scientific research. The so-called “genius†is also A person who is good at finding problems and solving problems. In addition, it can also help teachers improve teaching content and teaching methods, and play an active role in teaching.
2. Special Lectures: Special Lectures are the deepening research process that divides the theoretical knowledge of “face†into representative “pointsâ€, and invite the relevant experts, scholars, presidents and famous designers of professional advertising companies, and so on. An in-depth explanation and appreciation of a case in advertising design can make up for the insufficiency of classroom teaching in general and lay a foundation for mastering contemporary advertising design concepts and practical training.
3. Social market research: The purpose is to train students to go deep into the society, participate in the market's comprehensive ability and quality, select a product topic in the teaching process, and enable students to apply the survey methods taught in the classroom to the actual investigation activities. The society develops the ability to analyze problems and solve problems and has strong resilience. At the same time, it requires students to conduct statistical research on the content and results of their own surveys, write out investigation reports with pertinent opinions and conclusions, and write reports based on the survey reports. Corresponding advertising strategies with advertising strategies.
4. Simulated actual combat: During the process of social market research, students arbitrarily choose the products they want to plan, creatively design, conduct market research and research purposefully, carry through a product theme from beginning to end, and master product advertisements from market research to writing advertising plans. The entire process of creativity, design, production, and release is followed by cultivating the overall concept of students starting from the market so as not to enter into the formal mistaken belief that "only to see, but no use." The purpose of simulated combat is to combine theory with practice, better meet the needs of the society and the market, and lay a solid foundation for the real operation of advertising.
5. Group Collaboration: Group Collaboration is a teaching method adopted for the design of larger and more complex ad designs. It defines an overall goal and requirements and organizes students to discuss and research in groups. The so-called “creative team†and “brain group†"Wait, like a small advertising company, and conducts planning, creativity, design and production of various projects. In the process, it fosters the spirit of collaboration among students in the sharing of work and division of labor, as well as the macro-control of the effective coordination of overall and local relationships." Competence and organizational capabilities. The above five teaching methods are a whole. In the teaching process, they should be combined and used flexibly according to the specific conditions of students and teaching needs. In addition, in the advertising design teaching process, if you can receive real advertising business and projects, introduce the actual product advertising planning and design business into the classroom, it is the best teaching method. In this way, there is a clear theme in the guidance of the teacher. Next, from investigation and analysis, planning, creativity to design, production, and publication, students can realize a lot of practical experience and knowledge, and they have teaching effects that cannot be achieved by classroom simulation.
The following is the corresponding advertising design teaching step schedule, only for teachers and students in the advertising teaching process reference:
Advertising Design Teaching Steps Schedule Forms Weekly Teaching Forms Teaching Contents Assignment Requirements 1 Classroom Instructional Advertising Design Fundamental Theory Case Analysis Thinking Questioning 2 Social Education Choosing Commodities, Conducting Market Research Research Selection, Identifying Goods, Understanding Product Market Situation 3 Social ,Classroom teaching advertising planning,determination of advertising strategy,advertising positioning and theme writing advertising planning program,required unique,accurate 4 classroom teaching counseling advertising creative design full of personality, new ideas, creative sketches 5 classroom teaching counseling print advertising creative design production plan design , Skills use 6 classroom teaching, discussion, counseling creative ideas, design concepts, painting, photography and computer-aided design production speeches, defenses, design. 7 Classroom teaching guidance computer-aided design, production (by means of unscrupulous performances such as photography or hand-painting) Production of several sets of print advertisements and TV script assignments 8 Completion of production, teaching summary, evaluation based on the level of the student's advertising planning book, speech, defense and design assignments To comprehensively evaluate the professional quality and total scores of students jointly assessed by professional teachers and instructors
Hangzhou Normal University Academy of Fine Arts Wang Shuo Source: Art and Design
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