“广告学”课程思政元素探究及其教学实践  

Research on Ideological and Political Elements of"Advertising"Course and Its Teaching Practice

作　　者：王艳 

机构地区：[1]南华大学经济管理与法学学院,湖南衡阳421001

出　　处：《大众科技》2023年第5期130-132,103,共4页Popular Science & Technology

基　　金：南华大学校级教改项目“基于AHP方法的金课评价指标研究”(2019YB-XJG25)。

摘　　要：“广告学”课程是工商管理专业学生的专业必修课。文章结合课程教学知识点,深入挖掘广告学教学内容所蕴含的家国情怀、民族自信心以及社会主义核心价值观等思政元素,分析建立了授课内容与思政元素之间的映射与融入点。通过多种教学手段,将思想政治教育元素有机融入到课程教学中。以广告创意章节思政教学过程为例,说明课程思政的教学目标、教学素材、实施方法、效果及教学反思。通过课程思政教学,不仅可以丰富教学环节,加深学生对专业课程知识点的理解,同时还可以实现思想政治教育与课程教学的有机融合,实现专业知识教学、专业能力培养与思想政治引领的有机统一。"Advertising"course is a compulsory course for students majoring in business administration.The article combines the teaching knowledge points of the course to deeply explore the ideological and political elements contained in the teaching content of advertising,such as patriotism,national self-confidence,and socialist core values.It analyzes and establishes the mapping and integration points between the teaching content and the ideological and political elements.It integrates ideological and political education elements into curriculum teaching through various teaching methods.Taking the process of ideological and political teaching in advertising creative chapters as an example,explain the teaching objectives,teaching materials,implementation methods,effects,and teaching reflections of the curriculum ideology and politics.Through curriculum ideological and political teaching,not only can the teaching process be enriched and students'understanding of professional course knowledge be deepened,but also the organic integration of ideological and political education and course teaching can be achieved,achieving the organic unity of professional knowledge teaching,professional ability cultivation,and ideological and political guidance.

关 键 词：广告学 课程思政 思政元素 教学实践 教学案例 

分 类 号：G41[文化科学—教育学]