摘要
艺术院校广告学专业是我国广告专业教育的重要组成部分,其与新闻传播院校、经济管理院校形成广告教育的三足鼎立。新文科背景下艺术院校广告学专业人才素养的核心在于创意表现能力和广告行业整体性实践能力,其人才培养路径体现为多学科共生的专业知识生态链、问题导向的创意思维生态链和对接行业的实践能力生态链三个方面,其未来发展应立足于三个导向:专业导向、淡化院系;问题导向、淡化学科;整合导向、淡化分工。
Advertising major in art colleges is an important part of advertising education in China.It forms a tripartite trend of advertising education with Journalism and communication colleges and economic management colleges.The core of advertising professionals'accomplishment in art colleges lies in their proficient creative expression ability and high-level overall practical ability of the advertising industry.Their training path is embodied in the following three aspects:the ecological chain of multi-disciplinary professional knowledge,the ecological chain of problem-oriented creative dimension and the ecological chain of practical ability of the connecting industry.The future development of advertising specialty in academic colleges should be based on three orientations:specialty orientation,weakening departments;problem orientation,weakening disciplines;integration orientation,weakening division of labor.
作者
郑建鹏
ZHENG Jianpeng(Shandong University of Art&Design,Ji’nan 250300,China)
出处
《宁波职业技术学院学报》
2019年第5期26-29,34,共5页
Journal of Ningbo Polytechnic
基金
2019年山东省教育服务新旧动能转换专业对接产业项目
关键词
专业定位
实践性
生态链
营销中枢
professional positioning
practicality
ecological chain
marketing center
