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新媒介环境下,广告学专业学生实践能力培养要进行创新思考。本文认为,实践能力的培养要遵循传统基本能力融入新媒介感知能力、加强业务能力重视新媒介运用能力、完善创新能力注重新媒介思维能力的培养。学校要基于新媒介环境建立品牌传播主导的实践教学体系、结合品牌传播目标提升新媒介校内实践教学质量、多角度地为学生提供新媒介广告公司实践机会,提高学生的实践能力。
Under the new media environment, the creative ability of students in advertising major should be creatively considered. This article argues that the cultivation of practical ability should follow the traditional basic ability into the new media perception, strengthen the business ability to pay attention to the ability of using new media, improve the ability to innovate, pay attention to the training of new media thinking ability. Based on the new media environment, schools should establish a practical teaching system that is dominated by brand communication and improve the quality of practical teaching in new media with the goal of brand communication. Students should be provided with opportunities to practice new media advertising companies and enhance students’ practical ability.