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1、广告案例评析课程简介课程英文名The Analysis of Advertisements课程代码S0503Z28学分2总学时32理论学时32实验/实践学时0先修课程广告学概论适用专业广告学内容简介 （中文）广告案例评析课程是面向广告专业学生的选修课。课程选择世界广告经典 案例，并搜寻关于广告创意及其表现、广告及广告运动的各种背景资料，使学生了 解到每一个精妙的广告创意背后存在的品牌故事，了解每一个广告运动是如何顺应 品牌发展的需求而被策划、被创造、被传播的，从而感性地认识每一个广告作品为 品牌的辉煌与产品的畅销做出的贡献。作为广告学专业的必修课，该课程在整个课 程体系中起着承上启下的作用，学
2、生可以从真实的广告作品出发，经过理性分析与 概括提高，从感性作品中抽绎理性知识，在后续课程中验证理论，进而提升策划创 意能力与欣赏理解能力。内容简介 （英文）“The Analysis of Advertisementsv is an elective course for students majoring in advertising. The course chooses typical advertising cases and searchs about advertising creative and its performance, various background of a
3、dvertising and advertising campaigns, so that the students can learn the behind story of every great advertising creative brand and know how advertising campaign is planned, created and communicated to conform the requirements of the development of brand . Furthermore, students can understand the co
4、ntribution that each advertising works for the glory of brand and product best-selling. As advertising professional required courses, the curriculum plays an essential role in the whole curriculum system, students can start from the real advertising cases, through rational analysis and generalization, getting rational knowledge from the perceptual works, verifing the theory in subsequent courses and raising ability of planning creative and understanding.执笔人审定人制定时间2017年n月6日