论文部分内容阅读
高校传统教学方法自身存在的问题以及广告业界对广告人才综合素质越来越高的要求,加之广告心理学作为广告学专业其他课程的重要基础理论奠基课程这一特点构成了案例教学法在该课程中实施的必要性及紧迫性。通过近几年在广告心理学课程中运用案例教学法的实践经历,总结了案例教学与多媒体教学手段相结合,课堂案例讨论与实践教学环节相结合,案例与最新广告实务相结合,案例教学与双语教学相结合,案例教学与考试改革相结合等一系列案例教学方法的运用心得,借此突破了广告心理学课程的教学难点和疑点,取得了事半功倍的教学效果。
The problems existing in the traditional teaching methods of colleges and universities as well as the increasing demands of the advertising industry on the overall quality of advertising talents combined with the characteristics of advertising psychology as the foundation course of other basic courses in advertising major constitute the case teaching method in this course In the implementation of the necessity and urgency. Through the experience of using case teaching method in advertising psychology course in recent years, this article summarizes the combination of case teaching and multimedia teaching method, the combination of classroom case discussion and practice teaching, the combination of case and latest advertisement practice, case teaching and A combination of bilingual teaching, a combination of case teaching and examination reform, and a series of case teaching methods are used to break the teaching difficulties and doubts of advertising psychology courses and achieve a multiplier effect with less effort.