广告文案写作课程教学改革

广告文案写作课程是广告学学科体系中的重要组成部分。目前，我国许多高校广告学专业都开设了广告文案写作课程，但是在实际教学中，该课程在师资、课程性质、教学形式等方面存在诸多问题。文章根据该课程性质及要求，以及笔者长期从事该课程教学的体会，围绕专业教师、教学内容、教学方法、教学对象和考核方法等方面探索广告文案写作课程的教学改革。

Teaching Reform of Writing Course of Advertising Copy

Writing course of advertising copy is part of parcel of the advertising discipline system. At the point, writing course of advertising copy can be found in many universities in China. In practice, however, there are some problems in teachers, the nature of the course, and teaching format among others. The article, based on the nature and the requirement of the course, and the experiences of the author, discusses teaching reform of writing course of advertising copy in aspect of teachers, teaching content, teaching method, teaching target and testing method.