广告学专业实践能力培养模式研究  

Research on models cultivating practical capacity of advertising students

作　　者：颜景毅[1] 

机构地区：[1]郑州大学新闻与传播学院广告学系

出　　处：《广告大观（理论版）》2008年第5期98-102,共5页Journal of Advertising Study

摘　　要：2005年开始,随着中国广告市场对外资的全面开放,广告业的竞争更加激烈,对高水平的骨干专业人才的渴求也越来越强烈,进而对广告学专业学生的实践能力提出了更高的要求。在这种背景下,郑州大学新闻与传播学院广告学系进行了《广告学专业实践能力培养模式》课题研究,重点探讨了如何将广告的实践特性贯穿于广告教学中的手段和方法,并形成了较为系统的建立在提高学生实践能力基础上的培养方案。As the Chinese Advertisement market filly opened to foreign investors since 2005, the advertising industry becomes more and more competitive and the high-level professionals are in great demand. Thus students majoring in Advertising need to improve the practical ability. In such kind of situation, Advertising Department of Zhengzhou University has made research on the models of how to improve students＇ practical skills, formed a systematic training model to improve students＇ practical abihty, and developed a feasible professional training program.

关 键 词：广告学专业 实践能力 培养模式 

分 类 号：F713.8[经济管理—广告] G623.232[经济管理—产业经济]