摘要
在以互联网为代表的媒体技术冲击下,传统广告教学遭遇空前挑战,需要重新理顺师生关系。引用逆向广告理论辅助教学,让学生成为课堂的主体,教师监控教学方向,并通过个案调查与访谈、调查问卷、课堂提问、小组创作与提案等手段调动学生积极性,发现以学生为代表的年轻受众接触媒介的机会与偏好,寻找受众与产品的利益关联性,自下而上创作广告,不失为提高广告学课堂教学效果的一种方法。
With the impact of the media represented by the internet, traditional advertising teaching pattern encountered unprecedented challenge. It needs to straighten out the relationship between teachers and students. The application of reverse advertising theory, students＇ main body position, teachers＇ supervision of teaching direction, case study, class question, questionnaire, group creation and proposal are all the means of arousing students＇ enthusiasm, discovering the preferences of the young people, and searching for the relevance of the product benefit and its users. Reverse advertising theory is a way to improve the effect of class teaching.
出处
《张家口职业技术学院学报》
2012年第4期70-73,共4页
Journal of Zhangjiakou Vocational and Technical College
关键词
逆向广告
教学
师生
互动
reverse advertising theory
teaching
teachers and students
interactive
