一、课程简介

进入融媒体时代，广告摄影摄像成为重要的信息传播方式。本课程的类型是专业选修课，性质是限选，本课程运用广告摄影摄像记录这个伟大的新时代，讲好中国故事，传递正能量，以丰富视觉文化，提升国人的精神生活面貌。本课程主要内容在掌握广告摄影摄像的知识实践和运用，进行广告摄影构图要素、广告摄影集、广告片内容构想、脚本创作、后期制作、到最终视频发布，以分组方式进行小组团队制作，培养学生团体合作意识。本课程主要任务在同学了解数码摄影器材以及运用方法，通过实拍风景、静物、人物和录像等训练，掌握广告片摄影摄像的组构要素，组织协调能力；掌握摄影摄像制作流程,进而提高学生广告摄影摄像的鉴赏和制作能力。

Entering the era of convergent media, advertising photography has become an important means of information dissemination. The nature of this course is to use advertising photography to record this great new era, to tell Chinese stories well, to convey positive energy, to enrich visual culture, and to improve the spiritual life of Chinese people. The goal of the course is to master the knowledge, practice and application of advertising photography, and to carry out advertising photography composition elements, advertising content conception, script creation, post-production, and final video release, and group production in groups to cultivate students' sense of group cooperation. The content of this course is mainly for students to understand digital photographic equipment and how to use it. Through the training of real shooting of landscapes, still lifes, people and videos, they will master the elements of the composition of advertising film photography and the ability to organize and coordinate; master the production process of advertising photography, so as to improve the students the ability to appreciate and produce advertising photography and videography.

二、课程目标

1.价值目标

通过学习广告摄影摄像基础知识及基本制作方法，学生形成强烈的国家意识、良好的公民素质、社会责任感与使命感；坚持马克思主义新闻观，培养学生形成强烈的进取心和事业心，认识职业规范并在工作中体现出积极向上的价值观，成为新时代正能量的传播者。

2.知识目标

通过学习新闻传播学、广告学与网络新媒体不同的基础知识和主要传播方式，培养学生具有综合运用专业知识的能力，进行传播实践。

3.能力目标

学生具备影视、视音频作品制作能力，着重培养学生创意构思、撰写策划案、广告摄影集、广告内容构想、脚本创作、后期制作、到最终视频发布及传播推广和展示的能力。锻炼团队协作精神，沟通合作能力。

4.综合素养

学生能紧跟传媒业发展趋势，与时俱进、善于反思，养成自主发展与终生学习习惯，积极参与新媒体事业与社会发展，毕业五年后成为专业团队的中坚力量。