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产学研教育研究是高校培养广告创意、策划、营销人才的关键,也是我国建立创新型国家、加快产业结构调整的重要途径。本文在分析产学研合作教育模式的基础上,结合地方院校广告发展的优劣势,把“工作室”教学模式引入到广告实践教学中来,并基于此搭建一套市场化、实体化的实践平台,运用此平台把产学研结合与学科建设、学生培养、产业创新等工作融合,为广告学专业的产学研合作教育提供了新的思路。
The research of production, education and research is the key to cultivating creative, planning and marketing talents in universities. It is also an important way for our country to establish an innovative country and speed up the adjustment of industrial structure. Based on the analysis of the cooperative education mode of production, study and research and the advantages and disadvantages of advertisement development in local colleges and universities, this paper introduces “studio ” teaching mode into advertising practice teaching and builds a set of marketization and substantiation Practice platform, the use of this platform to combine production and research with discipline construction, student training, industrial innovation and other work integration for the advertising major of professional cooperation between production and research provides a new way of thinking.