Innovation is the goal of university education in the new century.Advertising industry is a highly competitive nature of the intellectual,advertising,education should focus on the cultivation of innovative talents.In this paper,full of advertising companies and graduates on the basis of research,combined with years of advertising teaching practice,from the ＂four stages＂,＂three levels＂ of the teaching system,innovative forms of teaching practice,teaching methods and practice of teaching management and evaluation mechanisms and other aspects of advertising practice of professional creative talent to explore teaching in order to enhance the university graduates in advertising innovation,autonomy,creativity.%创新既是新世纪大学教育的目标,也是广告专业人才培养的首要问题。广告行业是一项充满竞争性的行业、广告教育更应注重创新型人才的培养。本论文在对广告企业和毕业生充分调研的基础上,结合多年广告教学实践,从＂四阶段＂、＂三层次＂的实践教学体系、创新性实践教学形式、教学方法及实践教学管理与评价机制等方面对广告专业创新型人才实践教学模式进行探讨,以期增强高校广告专业毕业生的创新性、自主性、创造性。
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