摘要
《广告文案创作》作为广告设计与制作专业的专业拓展课,旨在培养学生撰写广告文案、具备多变的创意广告文案思维能力,但是由于学情状况的客观限制和长期以来学生习惯于写作文案而非广告文案,造成学生在进行头脑风暴,发挥创意撰写精彩广告文案时常常面临创意枯竭的尴尬局面,想挖掘出学生们的文案创造力,必须在《广告文案创作》的课堂上进行系列创意头脑风暴,能让学生们在短暂的时间里运用限定的词汇和主题进行创意练习,让学生在学习过程中避免厌学情绪,同时也增强其文案撰写自信心,为其广告文案创作的学习和写作打下基础。
“Advertising copywriting”as a professional development course of advertising design and production,aims to train students to write advertising copywriting,creative copywriting thinking ability,however,due to the objective limitation of the study situation and the long-term students’habit of writing copywriting instead of advertising copywriting,students often face the awkward situation of creative exhaustion when they are brainstorming and writing excellent advertising copywriting,to tap into students’creative writing skills,a series of creative brainstorming sessions must be held in the advertising copywriting class,allowing students to use limited vocabulary and themes for creative exercises in a short time,let students in the learning process to avoid learning emotions,but also to enhance their confidence in copywriting,copywriting for their advertising learning and writing to lay the foundation.
作者
熊亚洁
XIONG Ya-jie(Changjiang Polytechnic,Wuhan 430074,China)
出处
《绿色包装》
2021年第10期55-58,共4页
Green Packaging
关键词
创意头脑风暴法
广告文案创作课程
专业拓展课
creative brainstorming
advertising copywriting course
professional development course
