创意头脑风暴在广告文案创作课程中的应用

熊亚洁

摘要：《广告文案创作》作为广告设计与制作专业的专业拓展课，旨在培养学生撰写广告文案、具备多变的创意广告文案思维能力，但是由于学情状况的客观限制和长期以来学生习惯于写作文案而非广告文案，造成学生在进行头脑风暴，发挥创意撰写精彩广告文案时常常面临创意枯竭的尴尬局面，想挖掘出学生们的文案创造力，必须在《广告文案创作》的课堂上进行系列创意头脑风暴，能让学生们在短暂的时间里运用限定的词汇和主题进行创意练习，让学生在学习过程中避免厌学情绪，同时也增强其文案撰写自信心，为其广告文案创作的学习和写作打下基础。

关键词：创意头脑风暴法；广告文案创作课程；专业拓展课

中图分类号：G40-01；F713.8 文献标识码：A 文章编号：1400 （2021） 10-0055-04

Introduction To the Application of Innovation Teaching in Modelling Foundation Course

XIONG Ya-jie（Changjiang Polytechnic， Wuhan 430074， China）

Abstract：“Advertising copywriting” as a professional development course of advertising design and production， aims to train students to write advertising copywriting， creative copywriting thinking ability， however， due to the objective limitation of the study situation and the long-term students habit of writing copywriting instead of advertising copywriting， students often face the awkward situation of creative exhaustion when they are brainstorming and writing excellent advertising copywriting， to tap into students creative writing skills， a series of creative brainstorming sessions must be held in the advertising copywriting class， allowing students to use limited vocabulary and themes for creative exercises in a short time， let students in the learning process to avoid learning emotions， but also to enhance their confidence in copywriting， copywriting for their advertising learning and writing to lay the foundation.

Key words： creative brainstorming； advertising copywriting course； professional development course

1 《廣告文案创作》课程的特点及作用

《广告文案创作》是广告设计与制作专业广告策划与制作方向的一门专业拓展课程，是在学生学习了《广告传播学》《广告媒体研究》等课程，具备了广告专业基础理论的基础上，开设的一门应用型、理实一体化课程，主要讲授广告从业人员必备的广告文案创作知识，是培养和训练学生对广告文案调研、广告文案创意、广告文案撰写能力的一门专业课程，为后续《网络广告策划实务》《广告策划与创意》《毕业设计》等奠定基础的专业课程。

课程的设置目的，是为了使学生根据广告专业学生学习的目标要求和广告行业的能力要求，在系……