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本文分析了当前高校广告文案写作教学过程中存在的课程认识不明确、师资配备不平衡、教学手段单一、教学研究滞后、教学效果脱节等问题;并在措施部分提出了要进一步明确课程目的,以教研促教学,并结合实际,总结出了收集分享、团队合作、经典模拟、集体评点、提案比稿五种教学方法。
This article analyzes the existing problems in the writing teaching of advertising copywriting in universities, such as the unclear understanding of the curriculum, imbalance of teaching staffing, single teaching method, lagging teaching and research results and the dislocation of teaching effect. In addition, the purpose of the course is to further clarify the purpose of the course Teaching and research and promoting teaching, and combined with the reality, summed up the collection and sharing, teamwork, classic simulation, collective comment, proposal draft five teaching methods.