《广告学概论》课程简介（本科）.docx

广告学概论课程简介课程英文名Introduction to Advertising课程代码S0503Z01学分2总学时 32+0 理论学时32实验/实践学时0先修课程传播学适用专业广告学内容简介 （中文）广告学概论是广告学专业的一门学科基础课。通过本课程的学习，可以让 学生清晰地把握广告理论的脉络，能较系统、全面地掌握广告学的基本原理与广告 运作规律，提高学生运用广告学基础知识和基本理论分析广告现象和解决广告实务 基本问题的能力，同时培养学生的思维能力、沟通观念和协作意识，为今后专业课 程的学习打下一个坚实的基础。课程的主要内容包括：广告概述、广告的起源与发展、广告基本原理、广告运 作规律、广告信息、广告媒介、广告客体、广告效果的测定、广告管理及国际广告。内容简介 （英文）Advertising is a basic course of advertising major. Through this course, students can clearly grasp the advertising theory, can systematically and fully grasp the basic principle of advertising and advertising operation rules. This course can improve students1 ability to use advertising basic knowledge and basic theory to analyze advertising phenomena and solve the basic problems in advertising practice. At the same time it can cultivate students' thinking ability, the concept of communication and cooperation awareness, and help students to lay a solid foundation for future professional courses.The main contents include: advertising, the origin and development of advertising, basic principles of advertising, advertising operation rules, advertising information, advertising media, advertising object, advertising effectiveness measurement, advertising management and international advertising.执笔人审定人制定时间 2017年11月6日