新文科背景下广告人才应用能力培养路径研究与实践  

Research and Practice on the Cultivation Path of Advertising Talent's Application Ability under the Background of New Liberal Arts

作　　者：胡雪瑾 HU Xuejin(Ningbo University of Finance&Economics,Ningbo Zhejiang,315175,China)

机构地区：[1]宁波财经学院,浙江宁波315175

出　　处：《创新创业理论研究与实践》2024年第21期146-148,共3页The Theory and Practice of Innovation and Enterpreneurship

基　　金：浙江省高等教育“十四五”教学改革项目“新文科背景下广告人才应用能力培养路径研究与实践”(jg20220634)

摘　　要：在信息化时代背景下,广告行业正经历变革。新技术的不断涌现,消费者行为的多样化以及市场竞争的加剧,都要求广告人才具备创新应用能力。新文科教育理念强调跨学科整合、创新能力培养和国际视野的拓展,为广告教育提供了新的发展方向。基于此,该文重点阐述了新文科背景下广告人才应用能力培养路径,旨在为相关工作提供借鉴和参考。In the context of globalization and informatization,the advertising industry is undergoing changes.The continuous emergence of new technologies,the diversification of consumer behavior,and the intensification of market competition all require advertising talents to have innovative application abilities.The proposal of the new concept of liberal arts education emphasizes interdisciplinary integration,cultivation of innovative abilities,and expansion of international perspectives,providing a new direction for the development of advertising education.Based on this,the article focuses on the cultivation path of advertising talent's application ability under the background of new liberal arts,aiming to provide reference for relevant staff.

关 键 词：新文科 广告人才 应用能力 培养路径 项目驱动 创新 

分 类 号：G712[文化科学—职业技术教育学]