文章摘要
本科院校“广告文案写作”课程改革与实践探析
Exploring the Reform and Practice of “Advertising Copywriting” Course in Undergraduate Universities
  
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中文关键词: 广告文案写作;课程改革;实践教学
英文关键词: Advertising copywriting; Curriculum reform; Practical teaching
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俞红蕾  
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中文摘要:
      “广告文案写作”课程既是本科院校广告学专业的核心课程,又是实践综合运用性极强的一门课程。三江学院文化产业与旅游管理学院“广告文案写作”课程教学从大纲修订、实践教学、教学方法、教材建设及考核方式”等方面进行了全面改革,并在课堂实践教学引入专业赛事、课企合作对接市场等方面进行探索,提高了学生的市场洞察能力与文案表达能力。
英文摘要:
      “Advertising Copywriting” is not only the core course of advertising majors in undergraduate universities, but also a course with strong practical and comprehensive application. The teaching of “Advertising Copywriting” has been comprehensively reformed in terms of syllabus revision, practical teaching, teaching methods, teaching materials construction and assessment methods, and explored the introduction of professional events into classroom practical teaching, and the cooperation between classroom and enterprise to connect with the market so as to cultivate the students' unique insights into the market and the skills of expression of the copywriting.
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