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文章采用行动研究法,在分析当前广告专业实践教学困境的基础上,结合自身的教学探索,总结出“三位一体”广告实践教学模式。研究认为,基于应用导向的广告实践教学包含“模拟-竞赛-实习”三个核心环节,这三环节是一个循序渐进、彼此关联、有机结合的整体系统,由此构成了“三位一体”广告实践教学模式。“三位一体”模式既是符合知识接受和能力转化规律的科学路径,也是被广告教学实践证明了的行之有效的可靠路径,能帮助学生顺利地从课堂走向市场,实现由作业到产品的飞跃,逐渐把理论知识转化为实践能力。
The article uses the method of action research, based on the analysis of the practical teaching predicament of the current advertising specialty, combined with its own teaching and exploration, sums up the “Trinity ” advertising practice teaching mode. According to the research, the advertising practice teaching based on application orientation contains three core links of “simulation - competition - internship”. The three links are an integrated system which is gradual and related to each other and integrated organically, thus constituting the “trinity” Advertising practice teaching mode. “Trinity ” model is not only a scientific path that accords with the law of knowledge acceptance and ability transformation, but also an effective and reliable path proven by advertising teaching practice, which can help students to move smoothly from class to market and achieve leap from operation to product , Gradually turning theoretical knowledge into practical ability.