新文科背景下应用型高校广告创意人才培养的改革路径研究  

Research on the Reform Path of Creative Advertising Talents Cultivation in Application Oriented Universities under the Background of New Liberal Arts

作　　者：钱敏 姚小烈 QIAN Min;YAO Xiao-lie(School of Literature Arts and Media,Tongling University,Tongling Anhui 244061,China)

机构地区：[1]铜陵学院文学与艺术传媒学院,安徽铜陵244061

出　　处：《铜陵学院学报》2025年第1期116-119,共4页Journal of Tongling University

基　　金：安徽省社科规划青年项目“安徽地方形象建构与传播策略研究”(AHSKYQ2023D040);安徽省社会科学创新发展研究课题“基于文化基因理论的徽文化传播机制与赋能创新路径研究”(2023CX142);安徽省高校“三全育人”综合改革和思想政治能力提升计划项目“一心两维三进:网络育人模式研究”(sztsjh-2024-4-17)。

摘　　要：“新文科”理念与应用型高校广告创意人才的培养,在导向性、应用性和复合性等方面呈现出高度的契合性。文章通过对五所应用型本科高校师生的问卷调查、专业负责人的深度访谈以及人才培养方案的文本分析发现,当前应用型高校广告创意人才的培养存在着与广告行业发展及经济社会发展需求相脱节的现象。因此,需积极探索从持续优化人才培养目标、构建交叉融合课程体系、打造开放融通教学团队、突出实践能力的培养等方面推动文科背景下应用型高校广告创意人才培养的改革。The concept of"New Liberal Arts"highly aligns with the cultivation of creative advertising talents in application oriented universities in terms of orientation,applicability,and complexity.Through questionnaire surveys of teachers and students from five universities,in-depth interviews with discipline leaders,and text analysis of talent cultivation programs,it is known that currently,the cultivation of creative advertising talents in applied universities is disconnected with the development needs of the advertising industry and economic and social development.It is necessary to actively explore reforms in cultivating creative advertising talents in application oriented universities under the background of New Liberal Arts from aspects such as continuously optimizing talent cultivation goals,constructing an complexity curriculum system,building an open and integrated teaching team,and highlighting the cultivation of practical abilities.

关 键 词：新文科 应用型高校 广告创意 改革路径 

分 类 号：G642.0[文化科学—高等教育学]