一、课程简介

《广告创意与设计》是视觉传达设计专业的核心课程，旨在培养用视觉要素准确传达信息的能力，将围绕广告“创意”与“设计”两个关键词，结合当下国内的全国大学生广告艺术大赛等权威赛事来进行项目驱动式教学。通过本课程的学习，使学生认识广告的本质，了解广告形式的发展历史和广告设计基本理论，理解广告设计的内容分类及基本构成要素、创意思维规律，使学生掌握广告创意的常用方法和表现形，训练学生的形式美感，并和图形创意表现能力相衔接，引导学生初步建立用视觉形象准确表达观念和信息的设计基础。同时，树立市场观念、建立品牌意识，锻炼学生实践能力，在实际项目中创作出优秀的广告设计作品。

Advertising creativity and design is the core course of visual communication design specialty, which aims to cultivate the ability to accurately convey information with visual elements. It will focus on the two key words of advertising "creativity" and "design", and carry out project driven Teaching in combination with the current domestic authoritative competitions such as the national college student advertising art competition. Through the study of this course, students can understand the essence of advertising, the development history of advertising forms and the basic theory of advertising design, understand the content classification, basic elements and creative thinking law of advertising design, master the common methods and manifestations of advertising creativity, train students' formal beauty, and connect with the ability of graphic creative expression, Guide students to initially establish the design basis for accurately expressing ideas and information with visual images. At the same time, establish market concept and brand awareness, exercise students' practical ability, and create excellent advertising design works in practical projects.

二、课程目标

1.价值目标

强化原创精神，设计伦理意识以及严谨的专业精神和服务意识，传递正能量，服务于社会。

2.知识目标

深入了解广告设计发展史及现代发展趋势、广告的意义、广告语言、广告创意思维及广告设计的方法等基本理论，为后续的设计实践打好理论基础。

3.能力目标

帮助学生开拓思维想象力，进行发散性和创造性思维，掌握广告语言的表达能力、广告创意表现以及对形态的运用与组织能力；掌握广告的创意思维与广告设计的方法，并能运用广告设计方法解决相关广告制作问题；

4.综合素养

在项目执行的过程中，学生能充分运用广告创意和广告设计的方法，在实际应用的流程中，强化设计实践能力、市场调研能力以及团队协作能力。