TrainingObjectives
Specializinginthedevelopmentofall-roundmoral,intellectual,andphysicaldevelopmentrequiredforsocialistconstruction,withanemphasisongrassrootsappliedhigh-levelprofessionals.
Intermsofpoliticalideologyandmorality,hesupportsthebasiclineoftheparty,lovesthemotherland,hasthespiritofservingthepeoplewholeheartedly;abidesbylawsandregulations,andhasgoodsocialpublicethicsandprofessionalethics.
Intermsofbusinessknowledgeandability,notonlyhavethebasictheoreticalknowledgeofadvertising,bemoreproficientinbasicartskills,computergraphicdesignskills;butalsohavestronghands-onabilityandpracticalworkingability,andbeinnovativeSpiritandself-learningability.
Trainingrequirements
Themajoradoptsateachingmethodthatcombinestheoryandpractice,requiringstudentstolearnadvertisingandthebasicprinciplesandskillsofadvertisingdesigninamoresystematicmanner,andacceptthebasicsofadvertisingartdesignTraining;toenablestudentstomastertheprofessionalbasictheoriesandbasicvocationalskillsnecessaryforrelevantoccupationssuchasadvertisingdesignandproductionthroughthreeyearsofamateurstudy.
Understandthebasicprinciplesandbasicknowledgeinvolvedintheadvertisingfield;befamiliarwithmodernadvertisingmediaandadvertisingtechnology;masterbasicartskills,advertisingcreativityanddesignmethods,computergraphicdesignskills,etc.;sketch,color,composition,Computergraphicdesign,digitaladvertisingdesignandproductionandothercoursesrequireexperimentalteaching.
Graduatesshouldacquirethefollowingbasictheoriesandskills:
1.Understandthebasicprinciplesandbasicknowledgeinvolvedintheadvertisingfield;
2.Familiarwithmodernadvertisingmediaandadvertisingtechnology;
3.Masterbasicartskills,advertisingcreativityanddesignmethods,computergraphicdesignskills,etc.
Thismajorrequiresexperimentalteachingsuchassketching,color,composition,computergraphicdesign,digitaladvertisingdesignandproduction,etc.;studentsarerequiredtobeabletoworkdirectlyaftergraduation,andbecompetentforadvertisingcompanies,publicrelationscompanies,media,newspapers,andpublishingRelevantworkinthedesign,production,andlayoutdepartmentsofagencies,enterprisesandotherunits.
Requirementsintermsofphysicalfitness:goodhealth,abletoworkenergetically.
TeachingCourses
CourseManagement
(1)Therearecompulsorycourses,electivecoursesandcomprehensivepracticelinksintheteachingplan.
(2)CompulsorycoursesareofferedbytheCentralRadioandTelevisionUniversity,implementingaunifiedsyllabus,teachingmaterials,examinations,andgradingstandards.SomeofthecoursesareentrustedbytheCentralRadioandTVUniversitytobeconstructedinaccordancewiththestandardsoftheCentralRadioandTVUniversity'scurriculumconstructionandpresideovertheteachingactivitiesofthecourseonbehalfoftheCentralRadioandTVUniversity.
(3)ElectivecoursesareforlocalTVuniversitiestochoosewhentheyformulateimplementingteachingplans.LocalTVuniversitiescanalsoteachsomecoursesbythemselvesaccordingtotheirtraininggoalsandlocalneeds.LocalTVuniversitiesareresponsibleforthesyllabus,teachingmaterials,teachingmanagementandexaminationsofself-openedcourses.
(4)CentralRadioandTelevisionUniversitycanprovidesupportservicesforteachingresourcessuchassyllabus,variousmediateachingmaterials,examinations,etc.forthecurriculumofunifiedservices.
(5)Studentscanchoosecoursesfromthe"PublicElectiveCourseCatalog",andstudentsarealsoallowedtotakeelectivecoursesacrossdisciplines.However,thecreditsofthispartofthecourseshallnotexceed10%ofthetotalcreditsofthecourse.
(6)Theformativeassessmentscoresofeachcompulsorycourseaccountfor20%to70%ofthetotalscoreofthefinalexamofthecourseandmustbecompletedasrequired.Forformativeassessment,theCentralRadioandTelevisionUniversitywillprovideguidingopinions,andthelocalRadioandTVuniversitieswillformulatespecificrequirements.Theformativeassessmentofsomecoursesisintheformofcoursepractice,includingvariousmethodssuchassketchingandpainting,workdesign,advertisingcreativityandproduction,andseminars.Thosewhofailtheformativeassessmentwillnotbeabletoobtaincreditsforthecourse.
(7)ThelocalTVuniversityisresponsiblefortheorganizationandimplementationofthecomprehensivepracticelinkaccordingtothesyllabus(requirements),whichmainlyincludesprofessionalpracticeandgraduationassignments.Thecomprehensivepracticelinkcannotbeexempted.
(8)Professionalpracticetakesvariousforms,suchasinternship,simulatedadvertisingcreativity,graphicdesign,simulatedadvertisingdesignandproduction,etc.Thetimescheduleis3weeks(3credits),whichcanbecombinedwithteachingpractice,andtheapplicationisencouragedAnalyzeandsolvepracticalproblemsofthebasictheoriesandbasicknowledgelearned;arrangeagraduationcreationonthebasisofcompletingtheprofessionalinternship,thetimeis5weeks(5credits),orrequiretheuseoftheadvertisingdesignandproductionmethodslearnedtocarryoutthegraduationdesign,studentsShouldbeabletocreategoodgraduationdesignworks.
Coursedescription
Compulsorycourses:OpenEducationEntranceGuide,DengXiaopingTheoryandIntroductiontotheImportantThoughtof"ThreeRepresents",EnglishI(1)(2),CollegeChinese,AdvertisingIntroduction,aestheticprinciples,sketches,colors,composition,visualdesignbasis,computergraphicdesign(1)(2),digitaladvertisingdesignandproduction,evaluationandanalysisofexcellentadvertisingworks.
Electivecourses:BriefHistoryofChineseArt,HistoryofForeignArt,HistoryofChineseandForeignDesign,PatternFoundation,FontDesign,PosterDesign,DisplayDesign,PackagingDesign,OutdoorAdvertisingDesignandProduction,DesktopPublishingandPrinting,FilmandTelevisionAdvertisingbasis,advertisingphotography,filmandtelevisionadvertisingdesignandproduction,digitalcolor,digitalmediaboutiqueappreciation,calligraphy,sealcutting.
Compulsorycourses
1.UniversityChinese
Thiscoursehas4credits,72hoursinclass,andonesemester.
Thiscourseaimstoenhancestudents'ideological,moralandculturalliteracy,andimprovetheirreadingandexpressionskills.Therearefourunitsinthecourse,includingreadingappreciation,narration,explanation,discussionandverbalcommunication,etc.Theteachingcontentconsistsoftwoparts.Oneistheselectionofarticles,andtheotheristheknowledgeunit.(1)Selectedarticles,mostofthemarefamousarticles.Bothancientandmodernareeclectic.Thepastandthepresentarebasedonthepresent;theChineseandtheoutsidearebasedontheChinese.Theselectedtextsstrivetobeexemplaryanddiverseinstyle,withstrongreadability.Inshort,thetextisshort,beautifulinmeaning,andlivelyinlaw.(2)Theknowledgeunitfocusesontheoreticalimprovement.Combinedwiththeselectionofessays,itguidesstudentsinthepracticeofreading,appreciationandexpression,andfocusesonimprovingstudents'leveloflanguageuse.(3)Theselectedessaysareaccompaniedbytheauthor'sintroduction,writingbackground,notes,readingpromptsandthinkingexercisestofacilitatestudents'independentlearning.
2.IntroductiontoAdvertising
Thiscoursehas3credits,54in-classhours,andonesemester.
Thiscourseisabasictheorycourseandanintroductorycourseinadvertising.Themainteachingcontentincludes:introducingtheoriginanddevelopmentofadvertising,explainingthebasicnatureandcharacteristicsofadvertising,introducingthesubject,systemandrelationshipbetweenadvertisingandrelateddisciplines,andsystematicallyexplainingthebasicconceptsandbasicprinciplesofadvertisingandadvertising..
3.PrinciplesofAesthetics
Thiscoursehas3credits,54in-classhours,andonesemester.
Thiscourseisacompulsorycourse,whichaimstofurtherimprovethestudents'abilityofanalyzingandappreciatingnaturalbeauty,socialbeauty,especiallyartisticbeauty,sothattheycanbetterimprovetheirartisticdesignlevelintheprocessoftheirowndesign.Tostudythiscourse,itisrequiredtomastertheessenceandformofbeauty,thetypesofbeauty,theessentialcharacteristicsofbeauty(theabovearethecontentofaestheticobjects),thepsychologicalfactorsofbeauty,thedifferenceanduniversalityofbeauty(theabovearethecontentofaestheticsubjects),Aestheticeducation(improvementoftheaestheticsubject)andothercontent.
4.Sketch
Thiscoursehas4credits,72hoursinclass,andonesemester.
Thiscourseisabasiccourseforadvertisingdesignmajor.Themaincontentisdesignsketch.Thiscoursecombinesthecharacteristicsofdesignmajorandtakesintoaccountthedifferencesinthelevelofstudentsfromalloverthecountry.Itintroducesavarietyofsketchlearningmethodstoimprovestudents'levelofsketchingAtthesametime,itlaysasolidfoundationforfutureprofessionaldesign.
5.Color
Thiscoursehas4credits,72hoursinclass,andonesemester.
Thiscourseisaprofessionalbasiccourseforadvertisingdesignmajors.Thecontentisbasicknowledgeofcolor,stilllifesketching,andthestyleisdesigncolor.Thiscoursecombinesthecharacteristicsofthedesignmajor,whiletakingintoaccountthedifferencesinthelevelofstudentsfromalloverthecountry,introducingavarietyofThecolorlearningmethodenablesstudentstolayasolidfoundationforfutureprofessionaldesignwhileimprovingtheircolors.
6.Composition
Thiscoursehas4credits,72in-classhours,andtwosemesters.
Thiscourseisaprofessionalbasiccourseforadvertisingdesignmajors.Thecontentisblackandwhitecomposition,colorcomposition,three-dimensionalcomposition,andlightcomposition.Thiscourseisconducivetocultivatingstudents'graspofthebasiclawsofprofessionaldesign.
7.BasicVisualDesign
Thiscoursehas3credits,54in-classhours,andonesemester.
Thiscourseisacompulsorycourseforartdesign.ThecontentisthebasicelementsofVI,thecontentandcompositionmethodofVIdesign.Thiscourseisofgreatsignificancetotheimprovementofthepracticalworkabilityofstudentsmajoringinadvertisingdesign.
8.ComputerGraphicDesign(1)(2)
Thiscoursehas6credits,108hoursinclass,andtwosemesters.
Thiscourseisacompulsorycourseforadvertisingdesignmajors.Thepurposeistointroducetheformofcomputer-aideddesignintotheteachingofadvertisingdesign,andusethecomputer-aideddesignmethodtolaythefoundationfortheproductionofadvertisingdesigninthefuture.Throughthestudyofthiscourse,studentsshouldmasterthebasicknowledgeofcomputergraphicdesignbasedonphotoshop,beproficientinusingoperatingsoftware,andmasterthebasicskillsofcomputer-aideddesign,soastolaythefoundationforadvertisingproductioninthefuture.
9.Digitaladvertisingdesignandproduction
Thiscourseis5credits,90hoursinclass,compulsorycourse.
Mainlylearnaboutadvertisingoverview,thecomponentsofadvertisinginterface,advertisingdesignprocess,advertisingpositioningdesign,advertisingcomposition,applicationandarrangementofadvertisingtext,advertisingcolor;modernadvertisingdesignconnotationanditsevolution,modernNewtrendsinadvertisingdesign,modernadvertisingcreativityexpressesnewthinking;thecombinedapplicationofadvertisingandnewmedia,advertisingandcomputers,andthedesignandproductionofdigitaladvertising.
10.AnalysisofExcellentAdvertisingWorks
Thiscoursehas4credits,72hoursinclass,andonesemester.
Themainmethodofcaseteachinginthiscourserequiresstudentstoimprovetheirunderstandingandevaluationabilityofexcellentadvertisingworks,andalsorequiresstudentstounderstandandmasterthecharacteristicsandcomponentsofexcellentadvertising,andthesocialcultureproducedbyexcellentadvertising.Andeconomicbackground,understandmajordomesticandinternationaladvertisingselectionorganizationsandactivities.ElectiveCourses
1.ABriefHistoryofChineseArt
Thiscoursehas3credits,54in-classhours,andonesemester.
Thiscourseisanextendedcourseforartdesignmajors.ItintroducesclassicChinesepaintings/sculpturesandcraftsfromvariousperiodsinChinesehistory.
2.ForeignArtHistory
Thiscoursehas3credits,54in-classhours,andonesemester.
Thiscourseisanextendedcourseforartdesignmajors.Itmainlyintroducesclassicoilpaintings/sculptures/architecturesandcraftsfromvariousperiodsinEuropeanhistory.
3.BasicPatterns
Thiscoursehas3credits,54in-classhours,andonesemester.
Thiscourseisaprofessionalbasiccourseforartdesignmajors,dividedintoblackandwhitepatternsandcolorpatterns.Itdescribesthebasis,classificationanddrawingmethodsofpatterns.
4.DigitalColor
Thiscoursehas4credits,72hoursinclass,andonesemester.
Colorisoneofthemainfactorsofplasticartandanimportantpartofmoderndesign."DigitalColor"isanewtypeofbasicdigitalartcoursebasedoncomputerscience.Itsbasictaskistoclarifythebasicprinciplesandcolormodelsbasedoncomputercolor,andtounderstandthespeciallawsofdigitalcolor,digitalcolorandclassicartisticcolor.Interrelationship;learnthecolormatchingmethodofdigitalcoloranditspracticaldesignapplicationindigitalmedia,learntousecomputers,scannersandothertoolsforcolorcreation.
5.FontDesign
Thiscoursehas3credits,54in-classhours,andonesemester.
Thiscoursebelongstoaprofessionalskillcourseforartdesignmajors.Textdesignistomaketextartistic.Itisatextcreatedthroughartisticmethods.Ithasthecharacteristicsofeye-catchingandbright,andtheaftertasteofrepeatedreadingInfinite,givingpeopletheenjoymentofbeauty.Thiscourseisaimedatteachingdesignsubjectsinthisarea.Thiscoursemainlyallowsstudentstoexperiencetheessenceofhumancivilization,masterthemethodsandrulesoffontdesign,andunderstandtheelementsoffontdesign.Ultimatelyenablestudentstocreatenovelfontimages.
6.DesktopPublishingandPrinting
Thiscoursehas5credits,90in-classhours,andonesemester.
Theoriginanddevelopmentofthecontentdesignlogo,themeaningandbasicrequirementsofthelogo,themaintypesoflogodesign,themodelingtechniqueofthelogodesign,etc.;thecontentinvolvesChineseandEnglishtextstructureandprintingfonts,textdesignpoints,textDesigncreativity,textlayoutandlayoutdesign.Inaddition,learnAdobe'sPagemakerlayoutsoftware,clarifytherelationshipbetweendesktoppublishingandprinting,andbeabletousePagemakermoreproficientlyforprintingandpublicationlayout.Understandprintingprinciples,basicproceduresandprintingprocesses,andmasterrelevantknowledgeintheearlystageofprinting.Makestudentshaveamorecomprehensiveunderstandingofthewholeprocessofdesktoppublishingandprinting.
7.Appreciationofdigitalmediaboutique
Thiscoursehas3credits,54in-classhours,andonesemester.
Theanalysisofdigitalmediaworksandcasesinactualoperationallowsstudentstoobjectivelyunderstandthewholeprocessofdigitalmediafromplanning,design,productiontorelease,andcultivatestudents'aestheticability,observationability,independentthinkingabilityandprofessionalappreciationability.Improvethehumanitiesandprofessionalqualitiesofstudents.
8.Calligraphy
Thiscoursehas2credits,36hoursinclass,andonesemester.
Thiscourseaimstocultivatethestudents'ownliteracy,understandthebasicknowledgeofcalligraphy,textstructure,andtheevolutionoffonts,etc.,andcloselyintegrateitwithdesign.
9.SealEngraving
Thiscoursehas3credits,54in-classhours,andonesemester.
Thiscoursemainlytalksaboutthehistoricalbackgroundofsealcutting,basicknowledgeofsealcutting,differentsealcuttingskills,andpracticalsealcuttingskills.
Designrequirements
Designisapurposefulplanning.Graphicdesignusesvisualelements(text,pictures,etc.)tospreadtheideaandplanofanadvertisingproject,andusevisualelementstoachievegoals.Thecustomerexpressestheadvertiser'sappeal.Inadditiontoinspiration,thequalityofgraphicdesignismoreimportantthanwhetheritaccuratelyexpressestheappealandwhetheritmeetstheneedsofbusiness.
Printadvertising,ifdefinedfromtheconceptofspace,generallyreferstotheexistingadvertisementsofvariousadvertisingmediathatconveyvisualinformationintheformoflengthandwidth;ifdefinedfromtheproductionmethod,itcanbedividedintoprintingtypes,Non-printingandoptoelectronics;ifdefinedfromtheplaceofuse,itcanbedividedintothreeforms:outdoor,indoorandportable;fromadesignpointofview,itincludescopywriting,graphics,lines,Elementsofcolorandarrangement.Printadvertisinghasbecomeoneofthemainmeansofexpressionbecauseofitsconciseandclearinformation,whichcaninstantlyholdpeople'shearts.Graphicadvertisingdesignrequirescondensedandsymbolicmeansofexpressionincreation.Anexcellentgraphicadvertisingdesignhasasenseofnoveltythatisfullofcontemporaryawareness,andhasuniqueexpressiontechniquesandemotionsindesign.
Theexcellenceofadvertisingdesignplaysakeyroleintheaccuracyofadvertisingvisuallyconveyinginformation.Itisanindispensableandimportantlinkinadvertisingactivitiestodeepenandvisualizeadvertisingplanning.Theultimatepurposeofadvertisingistopursueadvertisingeffects,andtheprosandconsofadvertisingeffectsarethekeytothesuccessorfailureofadvertisingdesign.Thetaskofmodernadvertisingdesignisbasedontherequirementsofcorporatemarketinggoalsandadvertisingstrategies,throughfascinatingartisticperformance,clearandaccuratedeliveryofproductorserviceinformation,andestablishabrandimageandcorporateimageconducivetosales.
Commonlyusedsoftware
1.Graphicproductionsoftwarethatneedstobeproficientinapplication:
(1)AdobePhotoshopisaveryprofessional,largeandexcellentTheimageeditingandproductionsoftwarecaneasilyeditandproducevarioustypesofcompleximagesandvariousspecialeffects,suchasposters,large-scaleoutdooradvertisingscreenproduction,productdisplayproduction,etc.,coveringalmostallaspectsofadvertisingdesign.
(2),AdobeIllustrator,isavectorsoftwareforproducingcolorfulgraphicsandillustrationdesigns.Itcaneasilyeditvarioustypesofillustrationssimilartohand-drawnstyles,whichcanbeusedasanaidtoadvertisingdesign.software.Thiskindofsoftwaremustbeusedfortextlayout.
(3)AdobeFreehandandCorelDRAW,similartoIllustrator,arealsoverygoodvectorsoftwareforgraphicsproduction.Itismoreconvenienttouse.2.Three-dimensionalproductionsoftware:
Usuallyuse3DSMAX,whichisanexcellentthree-dimensionalmodeleditingandproductionsoftware.Ithasextensivemodeleditingandproductionandmaterialeditingfunctions,andrichrenderingeffectscancoverallmodelsceneproductions.,Althoughitisnotusedveryfrequentlyinthedesignandproductionofprintads,youmustknowitandbefamiliarwithit.Forexample,infilmandtelevisionadvertisements,3DSMAXcanproducevariousdynamicanimationeffects,andcertainindustrialproductadvertisementscanbeusedtocreatespecialscenes.Effect.
Developmentprospects
Theimprovementofdesignmustbecarriedoutincontinuouslearningandpractice.Thedesigner’sextensivestudyandconcentrationarecontradictoryandunified.Theformerisinspiredandexpressed.Thesource,thelatteristheattitudeofwork.Gooddesignisnotjustthecreationofgraphics.Itistheresultofneutralizingalotofintellectuallabor.Itcoversdifferentfieldsandplaysdifferentroles.Itallowsustomaintainabroadvisionandallowsustodesignwithmoreinformation..Themostimportantthingindesignisideas.Goodideasneedtimetoincubate.Designalsoneedsabroadperspective,sothatinformationhasabroadsource.Comparingbyanalogyisoneoftheimportantcharacteristicsoflearninggraphicdesign.Artisessentiallyshared,andthecontinuoussupplyofcultureandwisdomisamagicweapontobecomeanevergreentreeinthedesignworld.
Howtodoagoodjobinadvertisingdesign
Whenyoureceiveajob,pleaserefertothefollowingsteps:
1.Whatareyougoingtodo?
2,whatdoyouhopetoachieve?
3.Howdoyouachievethisgoal?
4.Whatkindofcreativitydoyouhopetousetoreinforcethispurpose?
5.Whatdesigndoyouusetoexpressyourcreativity?
6.Whatkindoflayoutdoyouusetoassistyourcreativity?
(Beforethese6stepsarecompleted,pleasedonotturnonthecomputer,andusethemostscribbledandsimplestlinestothink)Whatisa"fullness"design?Themeaningof"fullness"doesnotmeanfillingapage.
Eachdesignmustcontainanidea,whichissupportedby"productcharacteristics","targetconsumergroups"and"sellingpoints".Thewholedesigndevelopsaroundit,unifiedandacenter,interlocking,fromshallowtodeeporfromdeeptoshallow,stepbystep,regular,rhythmic,andfocused,itcanberegardedasa"full"design.Makea"nowaste"design
Mostdesignsconsistoftwoparts:picturesandcopywriting.Beforedesigning,youmustfullyunderstandthecopy,readitthoroughly,andthenstartthenextstep.Becausethemostidealresultyouneedtoachieve(intermsofthedesignitself)istheperfectcombinationofpicturesandcopywriting.Onlyinthiswaycanweavoidshiftingthepurposeoftheadvertisement,preventthecontentofthecopyfromdeteriorating,andgivefullplaytotheoriginalflavoroftheadcopy.Advertisingdoesnotallowyoutohaveanywaste(expensive).
Whatisdesignoutoftouch(typesetting)?
Agoodtypographywillnotmakeanyelementisolatedandhelpless.Forexample:Ifyouremovethebottom(paper)onwhichagoodtypesettingisbased,andmovethemainelementsinthelayoutupanddown,itwillgreatlydriveotherelements,andtheyareallinterrelatedandinteractwitheachother.Thisalsoexplainswhyifanyelementinthedesignismodified,otherelementswillbeadjustedaccordingly.Thedesignisverystrictandnosloppyistolerated.