摘要
处于困境中的中国高等广告教育需要改革。而改革的唯一方向是实行广告实战教育。它要求高等广告教育必须在内容方面进行革新。广告专业学习地图模型就是内容革新的重要模式,它是将以往相对分散的理论学习、专业实践和心智成长等相关内容有机综合为系统的规范化学习模式,它坚持专业理论知识是基础、专业实战是保障、心智成长是关键的教育思想;强调专业教师引导的重要性、学习方法的技巧性、自主学习的必要性和学生个性成长的必须性。唯有此,才能将学生培养成专业合格、能力出众、人格完善的社会公民。
The higher advertising education of China is in dilemma and needs reform. The sole direction of the reform is to implement practical advertising education. It requires higher advertising education to innovate in its content. Learning map model is an important mode of content innovation, which is a standard systematic learning mode of integrating theoretical learning, professional practice and mental growth and sticks to the educational thought of professional knowledge as foundation, professional practice as guarantee and mental development as key. It stresses the importance of guidance from professional teachers, skills in learning methods, the need for independent learning and the necessity of students＇ personality growth. Only in this way, students with qualified majors, outstanding abilities and perfect personality can be brought up.
出处
《科教文汇》
2013年第10期42-43,共2页
Journal of Science and Education
关键词
广告教育困境
高等教育改革
广告实战教育
学习地图
advertising education in dilemma
higher education reform
practical advertising education
learning map
