广告心理教学改革：着眼整合，进入心智，加强技能  

Reform in Advertising Psychology Education： Focus on Integration, Enter Customers＇ Mind and Strengthen Skills Training

作　　者：许科[1] 

机构地区：[1]广西经济管理干部学院文化与传播系,南宁中国530007

出　　处：《现代广告》2013年第21期22-27,共6页Modern Advertising

基　　金：本文系广西经济管理干部学院教改项目《多学科的综合：广告.理学教学改革探析》（项目编号：10KYB012）成果和新世纪广西高等教育教学改革工程立项项目《高职院校广告设计专业教学模式的探索研究》（项目编号：2012JGB287）成果.

摘　　要：广告心理是一门从心理学角度研究广告实践的分支学科，广告心理学课程应该紧跟整合传播的趋势，通过心理学的方法和手段帮助广告进入潜在消费者的心智之内，加强培养广告专业人才的广告心理技能．．目前国内的广告心理学课程得到的重视程度不够，原因是教学和教材在广告应用上比较欠缺，不能满足学生需求和就业需求。教学改革建议简化心理学原理，多增加广告新案例和新营销模式，改变课程名称，提炼简明易用的广告心理小技巧。The advertising psychology is a branch of advertising, studying on advertising practice from the aspect of psychology. The curriculum of advertising psychology shall keep up with the development trend of integrated communication, use psychological methods and means to help advertisements enter into the consumers＇ mind, and strengthen advertising talents＇ skill training on advertising psychology. At present, people pay less attention on the curriculum of advertising psychology in China, and the cause is the less application of teaching and teaching material in advertising which cannot meet students＇ needs and employment demand. We put forward some suggestions for the reform in advertising psychology education, such as adding new advertising cases and new marketing modes, changing course names and refining simple and easy-to-use tips for advertising psychology.

关 键 词：广告心理学 教学改革 技能与实践 

分 类 号：F713.80[经济管理—广告]