广告学科竞赛对《广告动画设计》教学的启示——以“中国大学生广告艺术节学院奖”为例  

Reflections on the Teaching of Advertising Animation Design Based on Advertising Competition

作　　者：黄恩武[1] 

机构地区：[1]福建工程学院文化传播系,福建福州350108

出　　处：《河北工业大学学报（社会科学版）》2012年第3期28-32,共5页Journal of Hebei University of Technology：Social Sciences Edition

基　　金：福建省教育科学"十二五"规划2011年度课题(FJCGGJ11-097)

摘　　要：《广告动画设计》教学以引入"中国大学生广告艺术节学院奖"等广告学科竞赛为教学出发点,补充该课程教学中广告动画脚本创意的缺乏和课程实践脱离实际的不足。通过获奖案例设置出与课程章节相关的问题进行教学,对于学生开拓设计思路、掌握动画制作各类工具的应用具有良好的效果。充分调动学生学习的主动性,营造良好的学习环境和设计目标。有利于学生对广告动画创意构思的培养;有助于培养学生掌握理论知识的同时紧密联系实际的能力;同时也有益于提高教师自身的综合素质。重在培养学生掌握广告动画设计与制作的同时,依托广告学科竞赛中动画这种表现形式来培养学生在广告动画创作方面的创新意识和实际动手能力。The teaching of Advertising Animation Design based on School A wards is a kind of complement to the traditional way of teaching which lacks creativity and practicability. By analyzing the winning cases in the compe- tition, some relevant questions have been designed for students to widen their design ideas and master the various kinds of tools in animation software. In this way, the students＇ learning initiative can be driven and a good learning environment and a good design goal can be built. The new teaching mode is also beneficial to cultivating students＇ creativities, impr^vingtheirthe^retica^andpractica^abi^itiesaswe~~astheteach^rs＇c^mprehensiv^abi^iti^s. Based on the form of winning cases in the competition, it can not only mainly cultivate the students＇ advertising animation design ability but also improve students＇ innovative consciousness and practical operating abilities.

关 键 词：广告动画设计 学科竞赛 学院奖 创意表现 

分 类 号：G642.0[文化科学—高等教育学]