Study on Modular Teaching Mode for the Course of Advertising
Design Basis
Yan-feng Xu
Shandong Institute of Business and Technology, Shandong Yantai, China
(xuyanfeng1980@163.com)
B. Meet the Demand of Society and Market
Abstract - Advertising design basis is an important
foundation course for the students major in advertising
design. Because of the wide range of the content of the
courses, teachers need to integrate a good deal of
rudimentary knowledge and innovate continuously. On the
basis of analyzing the necessity of implementing modular
teaching, this paper divides advertising design basis into
module of composition basis, graphic creativity, color design,
text design and layout design. At last the paper puts forward
the problems needs to solve during the process of
implementing modular teaching.
Keywords – advertising, design basis, modular
I. INTRODUCTION
Advertising design basis is an important professional
basic course for the second grade students majoring in
advertising design. The course introduces the basic
elements of advertising design and their application,
guides the students to understand the basic methods of
advertising design. The course plays very important role
in cultivating the student's professional quality,
professional interest and design consciousness.
With the development of science and technology, the
adman needs to master the latest knowledge, which puts
forward higher request for the education of advertising
design, namely, to cultivate students' ability of integration
and innovation. Modular teaching mode can introduce the
thought of innovative design into advertising to cultivate
advertising talents adapting to market.
II. NECESSITY OF MODULAR TEACHING MODE
A. Need of Advertising Teaching
As a professional basic course, the contents of
advertising design basis are very wide. Modular teaching
can disintegrates the contents into different modules,
which makes it easy to adjust the course. The modular
design of the curriculum changes the inherent closure
defect of traditional course unit. The modular design
integrates the contents, which have inner logical
connection. It shows both comprehensive of knowledge
and the opening characteristic of teaching method.
In recent years, demand for practical skilled talents
has been increasing. Since most of the graduates’
comprehensive quality can not reach the requirement of
social employment, which leads many students to the
embarrassment of unemployment after graduation.
Situation of students majoring in advertising design is not
optimistic. Modular teaching can cultivate practical
talents, who can adapt to work quickly after graduation.
C. Combining theory with practice
Based on theoretical knowledge, corresponding
design practice training is added in each module of the
course. The design work is criteria to test students'
practice ability, which has the distinct characteristics and
maneuverability. Modular teaching mode can put the
theory into practice in the shortest time, which can turn
the student quickly to the actual combat talent.
III. MODULE DESIGN OF ADVERTISING DESIGN
BASIS COURSE
According to the course, five modules are designed.
They are composition basis module, graphic creativity
module, color design module, text design module and
layout design module (as is shown in table 1).
TABLE I
MODULE DESIGN OF ADVERTISING DESIGN BASIS COURSE
Module
Composition
basis
Graphic
creativity
Color design
Text design
Layout
design
This work is supported by the Soft Science Project of Shandong
Province (No. 2011RKGB5043)
Content of the module
(1) Two Dimensional Composition;
(2) Color composition;
(3) Three-dimensional Composition;
(4) Actual combat training
(1) The classification of graphics;
(2) Creative thinking of graphics;
(3) Creative method of graphics;
(4) Actual combat training
(1) Psychological feeling of the color;
(2) The symbol and use of color;
(3) Application examples of color;
(4) Actual combat training
(1) Copy scheme;
(2) Lettering;
(3) Application examples of font ;
(4) Actual combat training
(1) Aesthetic principles of composition;
(2) Basic form of advertising arrangement;
(3) Actual combat training
E Layout Design Module
A. Composition Basis Module
The composition basis module includes two
dimensional composition, color composition and threedimensional Composition. The composition design has
been the most basic foundation course for college students
since Bauhaus. Through the strict visual training, the
students can grasp design rules and understand the basic
design principles of visual art. The rationality of
composition course can inspire students' potential talents
and imagination, which can liberate the creativity of
students to do design.
B Graphic Creativity Module
Graphic is one of the most important factors of
advertising, which has strong ability to attract attention.
Good graphic design can communicate without word. It
can break through the language barrier and fusion cultural
differences. Due to their respective life practice and the
major effect of the artistic accomplishment, creative
methods of different designers have their special features,
but there is still common law to graphic creativity.
Therefore, the graphic creativity is taken as an
independent module. Through the research on the laws of
graphic creativity, the student can master the commonly
used methods, such as isomorphism and deconstruction,
composite and mutation. Students are encouraged to
reflect the established advertising subject by creating
different visual graphics to lay a solid foundation for the
following advertising professional design.
C Color Design Module
Color has a strong expression, which is the important
prerequisite to produce visual impact and artistic appeal.
Performance of graphics and text depends on color in
advertising. It is one of the important factors to catch the
audience’s attention. On the basis of color composition,
color design is taken as a separate module. Through the
training of color design, the students can not only
symbolically display specific advertising theme by color,
but use the cooperation of various kinds of color to
produce perfect artistic effect according with the
characteristics of the advertising.
D Text Design Module
Text has the functions of information spreading,
persuading and deepening our memory. The graphic and
text should cooperate closely in the advertising design. In
text design module, through the study of copy scheme,
students can write persuasive language according to the
advertising theme and creative requirements, which can
convey the information of product and enterprise to the
consumer directly. Through the study of lettering design,
the students can choose or design the fonts to strengthen
advertising visual effect.
Layout design module is the module of integration.
Through learning of aesthetic principles, students can use
the rules to analyze and judge the aesthetic feeling of
various visual images, and can apply them to advertising
design. Through the study of the compositions commonly
used, students can choose the appropriate layout
according to the needs of the advertising theme.
IV. IMPLEMENTATION OF THE MODULAR
TEACHING
A
Strengthen Teacher's
Consciousness and Ability
Modular
Teaching
The implementation of the modular teaching needs
teachers’ changing of their ideas to break the routine of
the complete course system and integrate relevant
knowledge to a module. The teachers need to understand
the course systematically, comprehensively and
thoroughly. At the same time, the design practices of each
module need the guidance of teachers, which is a great
challenge for teachers’ actual operation ability.
B Perfect the Laboratory with Software and Hardware
Equipment to Ensure the Development of Modular
Teaching
One of the characteristics of modular teaching on
advertising design basis course is the combining of theory
with practice to cultivate skilled talents. The method
emphasizes the practice ability, which asks students to
complete the corresponding design practice on the basis
of theory knowledge. Special design needs support of
software and hardware in laboratory.
C Establish Scientific Achievement Evaluation System
The implementation of modular teaching makes it
reasonable for the teachers to grade the students not only
by the traditional final grade, but the achievement of each
module and students' characteristics should be taken into
consideration, either. Therefore, teachers should draw up
a score standard for each module in advance and carry out
seriously and practically. Only in this way, can the
method achieve the expected purpose and result.
D Combined With the Enterprise’s Actual Design
In order to improve the teaching quality of modular
and enhance students' enthusiasm to participate, we can
establish cooperation relations with some enterprises. The
students can participate in the subjects of the enterprises,
while related personnel of the enterprises can engage in
the teaching and design. In the end, the mature works can
also put into use.
V. CONCLUSIONS
Advertising design is a comprehensive subject.
Modular Teaching Mode can not only supply the teaching
with new knowledge and new technology, but enhance the
suitability of the content greatly. Modular Teaching Mode
can adapt to students of different learning basis,
strengthen students' learning enthusiasm and cultivate
students' creative consciousness and professional
sensitivity to a certain extent. As noted, The
implementation of modular teaching on advertising design
foundation course needs the indepth cooperation of
teachers and students, which puts forward higher request
for both the teachers and students.
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