Students majoring in advertising design must have practical ability, and the evaluation of students' ability should be given to the market, so that students can have a more detailed understanding of the basic contents of the subject in the market and strengthen the application of this knowledge in practice, so as to become applied talents in the advertising design industry and lay a good foundation for taking up their jobs.
First, advertising design problems in teaching
Advertising design emphasizes skill, practicality and professionalism, which is closely related to other courses of advertising specialty. Advertising design should be closely linked with the market and market-oriented teaching should be carried out. The terminal of advertising design is the market, not the consumer, so it must be accepted by the public. Through the above understanding of advertising design, it is not difficult for us to find the existing problems in teaching. At present, most colleges and universities recruit the most basic painting skills, but the cultural background is weak. The commonly used teaching mode is that students receive professional theoretical courses in the primary stage, and then begin to study advertising design professional courses. Graduation design is to independently complete advertising design in different media forms. In this way, students can master more knowledge and skills during the four-year study, but there are also many problems. First, students' artistic skills and descriptions are good, but they are not good at design. Second, when students study design courses in depth, they have not been able to retreat from the visual perception thinking mode formed in the training of descriptive skills, which is easy to make their memory rigid. Third, senior students only emphasize professional skills, but ignore the accumulation and precipitation of design literacy. Fourth, the content of graduation design task is single and old-fashioned, lacking innovation. Fifth, during the four-year study, students only pay attention to theory and lack practice, which leads to their incompetence after taking up their posts.
Second, the combination of advertising design teaching and market
(A) change the concept, clear the guiding role of the market
Advertising design is a kind of visual communication art, and students are guided by a large number of model pictures in teaching. Dazzling pictures stimulate students' senses, thus arousing their strong interest in advertising design. Therefore, students repeatedly study the color and format of print advertisements, mistakenly thinking that advertising design is only the composition of these visual elements. At this time, the teacher should correct it in time, have a good artistic foundation and be familiar with the collocation of colors and fonts in the design, so as to make the design works more popular. But it is more important to practice, strengthen actual combat, take market research as the guide, combine market research and activity analysis, formulate advertising strategies from the audience, then add your own ideas to make them, and finally choose media to measure the market feedback effect.
(B) market-oriented, adjust the teaching curriculum and ideas.
Advertising design is closely related to economy, and the rapid development of economy has also accelerated the update of advertising design knowledge. Therefore, the teaching content of advertising will be limited by time, and the content of learning is mostly past or present, which leads to the outdated content that students master at work now. Therefore, the current advertising design should not only cultivate students' design ideas, but also put the cultivation of innovative ability in the first place to adapt to the development of the times. In teaching, on the one hand, teachers should guide students to pay attention to good cases in international advertising design, the operation of commercial advertisements and business models, so as to broaden students' horizons. On the other hand, teaching should take the market demand as the direction, inject fresh, systematic and comprehensive ideas into the teaching content, plan and system, quote more hot topics and research in the classroom, improve students' artistic judgment, stimulate students' innovative potential deep in their brains, and connect with the market. At the same time, the subject of advertising design has a strong practicality, which allows students to get in touch with the social environment as much as possible, such as attending more lectures on advertising design, participating in social design competitions, grasping the market demand for advertising design, keeping up with the social design trend, and obtaining the latest information through exchanges with the market.
(3) Grasp the graduation design of students and add innovative elements.
The essence of advertising design is creativity. As the name implies, the media, materials and expression skills it contains are constantly updated every day. With the rapid development of modern information technology, advertising can be said to be everywhere. High-tech advertising technology is gradually accepted by people. As the input side of advertising talents, the school's important work is to stimulate students' innovative ability and cultivate their forward-looking consciousness. Graduation design, as the last task for students before entering the society, is an assignment that emphasizes comprehensive quality and is also an important test for students majoring in advertising design. Teachers should not set too many rules and regulations for graduation design, but should encourage students to use innovative consciousness and design boldly.
Third, advertising design teaching course
First,? Combining practice, teaching and exhibition? Feasibility analysis of teaching methods
1? Combining practice, teaching and exhibition? Teaching methods are imperative.
In the traditional teaching mode of art design, virtual project homework has become a means of communication between teachers and students. There is no communication, comparison and communication among majors, classes, teachers and students. There is no way to cultivate innovative thinking and practical ability. Realize? Combining practice, teaching and exhibition? Teaching methods, guide the situation? Theoretical teaching? Production practice? Integrated teaching mode of achievement display? It is imperative.
2.？ Combining practice, teaching and exhibition? The implementation of teaching methods has a certain foundation.
The object of this teaching method is the visual communication major in our college. This major was established 10 years ago, with a large number of students, stable teacher structure, rich teaching experience, perfect curriculum and complete basic teaching facilities. Among the courses of this major, advertising design course is the main course, which is very practical and professional. In social practice, there is a great demand for advertising design.
3.？ Combining practice, teaching and exhibition? Support teaching methods.
? Combining practice, teaching and exhibition? The purpose of introducing teaching methods into the teaching of visual communication design specialty is to improve students' interest in learning, their practical ability, the construction of professional courses and the professional quality of teachers. Therefore, this teaching method has been strongly supported by college leaders and teachers and students of this major.
4.？ Combining practice, teaching and exhibition? A practical platform for teaching methods has been established.
Due to the social attributes and operating characteristics of public libraries, our college has established long-term and stable cooperative relations with Shanxi Library and Taiyuan Library, especially the free use of exhibition halls in the library, the design cooperation of social publicity projects in the library, and the establishment of teaching practice platform, which makes the teaching methods run smoothly and continue.
Second,? Combining practice, teaching and exhibition? The implementation framework of teaching methods
1. Combined with the actual design project
The implementation of this teaching method must be supported by actual design projects, and the connection with actual projects is the first step. Our college has a long-term cooperative relationship with the library unit, and the actual design project is provided by the library. Due to the operating characteristics of the library, most of the design projects provided are practical and practical, and the design results are oriented to and serve the public. This is in line with our requirements for the actual design project.
2. Organize teaching
(1) After the actual design project is determined, the teaching will focus on the advertising design theme provided by the library. (2) adjustment? Advertising design? In the process of teaching, according to the syllabus, the course teaching plan that conforms to this teaching method is compiled. (3) Based on the actual project in the teaching process, explain the requirements and specifications of the actual project and the professional knowledge points of the advertising design course in class. Establish a learning bond between teachers and students and between students. Organize students to carry out actual design operations, and in this process, teachers give targeted guidance to students. (4) Teachers organize homework review to prepare for the exhibition.
hold an exhibition
Teachers and students jointly plan the exhibition and organize the implementation of the exhibition. After the exhibition is completed and opened, organize relevant personnel to evaluate the advertising works.
Third,? Combining practice, teaching and exhibition? Analysis of the Advantages of Teaching Methods
1. The implementation of this teaching method has achieved good results.
Are you online? Combining practice, teaching and exhibition? After the implementation of the teaching method, a questionnaire survey was conducted among the students in the second, third and fourth grades. A total of 80 questionnaires were sent out and 73 valid questionnaires were recovered. According to statistics, 96% of students are satisfied with this teaching method, 94% actively participate in it, 77% think it is beneficial to integrate theory with practice and stimulate learning interest, 64% think it is beneficial to cultivate and improve students' practical innovation ability, and 865,438+0% think it is beneficial to mobilize students' enthusiasm, consciousness and initiative in learning and enhance teaching interaction.
2. The implementation of this teaching method has improved the relevant abilities of students and teachers.
(1) Improve students' ability to analyze and solve problems. Students analyze and compare the actual design projects, study the actual laws and requirements, and find general conclusions or principles in the specifications, so that students can solve problems through their own thinking or others' thinking. (2) Improve students' communication ability, guide students to pay attention to knowledge rather than ability, and attach importance to two-way communication between teachers and students. It is beneficial to arouse students' learning enthusiasm. (3) Improve students' ability of independent thinking and practical innovation. The introduction of actual design projects has changed the introduction of virtual design in the past, changed the randomness and blindness of students, mobilized the enthusiasm of students for active learning and independent thinking, and cultivated their ability to cope with the market and practice innovation. (4) Improving teachers' teaching ability The introduction of practical design projects also puts forward higher requirements for the organizational design of classroom teaching. Teachers' own theoretical teaching ability and practical teaching ability affect the implementation effect of the introduction of practical design projects.
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