数字浪潮下的《广告学》教学改革路径探索  

Exploration of Teaching Reform Path in Advertising under the Digital Wave

作　　者：安栩洁 Xujie An(Guangdong University of Science and Technology,Foshan,Guangdong 523000)

机构地区：[1]广东科技学院,广东佛山523000

出　　处：《教育教学研究前沿》2024年第5期34-36,共3页

摘　　要：在数字浪潮的席卷下,广告行业正经历着深刻的变革。新技术的不断涌现,如大数据、人工智能、区块链等,不仅改变了广告的传播方式,也重塑了广告行业的生态格局。如何在这一背景下进行《广告学》的教学改革,以适应行业发展的新需求,成为值得教育工作者深入探讨的重要课题。对此,本文通过阐述数字化时代下的《广告学》教学改革存在的不足,分析数字化时代下的《广告学》教学改革的策略,以期培养更多适应数字化时代需求的优秀人才。Under the sweeping of the digital wave,the advertising industry is undergoing profound changes.The continuous emergence of new technologies,such as big data,artificial intelligence,blockchain,etc.,has not only changed the way advertising is disseminated,but also reshaped the ecological pattern of the advertising industry.How to reform the teaching of Advertising in this context to meet the new needs of industry development has become an important topic worthy of in-depth exploration by educators.In this regard,this article elabo⁃rates on the shortcomings of the teaching reform of"Advertising Studies"in the digital age,analyzes the strategies for the teaching reform of"Advertising Studies"in the digital age,and aims to cultivate more outstanding talents who can adapt to the needs of the digital age.

关 键 词：数字浪潮 《广告学》 教学改革 

分 类 号：G206[文化科学—传播学]