考察法在民办高校广告学专业教学中的应用

刘琳

摘 要：针对广告行业与市场随着新技术的出现快速变化更新，而广告专业人才培养面临着要适应行业特点，以不变应万变的问题（不变：一届培养方案四年不变。万变：瞬息万变的新理念、新科技、新技术、新媒体、新行业形态的产生）。考察法在民办高校广告学专业课程中的应用，既符合了民办高校紧密结合市场需求办学的出发点，又满足了国家对应用技术型本科高校人才培养的基本要求。为广告学后续专业课程设置、人才培养方案制定、培养模式的适用性、第二课堂如何围绕培养目标开展提供了依据。本文供民办高校广告学专业参考。

关键词：考察法；民办高校；广告学专业；毕业设计

检 索：www.artdesign.org.cn

中图分类号：J0 文献标志码：A 文章编号：1008-2832（2016）11-0149-02

Application of Investigation Method in the Teaching of Advertising Specialty in Private Colleges

LIU Lin（Jiangxi Institute of Fashion Technology，Nanchang 330201，China）

Abstract ：In this paper， the advertising industry and the market with the new technology of rapid changes， and advertising professional talent training facing to adapt to industry characteristics， in constant changes （constant： a session of training program for four years unchanged. The status quo： the changing of new ideas， new technology， new technology， new media， new industry forms）. Method to study in private colleges and Universities advertising professional courses is not only consistent with the private colleges and universities closely combined with the market demand for schools starting point， but also to meet the basic requirement of countries， the application type undergraduate colleges and universities talent training. It provides the basis for the follow-up professional curriculum， the development of talent training program， the applicability of the training mode， and the second classroom teaching. This article for the private university advertising professional reference.

Key words ：research method； private colleges and universities； advertising； graduation design

Internet ：www.artdesign.org.cn

一、国内外相关研究现状分析

（一）考察法的界定

考察法是指在工作现场、工作环境中对事实、经验及具体行为方式等进行有计划地亲临体验考察的方法。它是由学校、教师和学生共同完成的以学生为主体的从规划、制订方案、体验、信息收集、考察总结、见闻反思之实践活动。

（二）国内公办高校对考察法的教学应用情况

中央美院、清华美院、中国美院、江南大学、南京艺术学院、复旦大学视觉艺术学院、广州美院等知名高校，在设计类、艺术类、新闻类相关专业培养中的相关课程，均不同程度的采取了考察法作为重要的教学方法。这不仅与人文艺术类学科性质有关，而且更是激发学生创造力的来源。由于各……