Study on Teaching Mode of Advertising Design in China

Liang Wang1 , JoonYoung Hur2

(1. Qilu University of Technology, China; 2. Hoseo University, Korea)

Abstract: Advertising design acts as a significant branch learning of design education in any country. The success of advertising design education implies whether it can consistently and stably output qualified and excellent design talents to domestic design industry. Therefore, advertising design has held an influential position in design education. This thesis discussed the teaching mode and generality thinking of advertising design in current design education in China. By studying the training method of creative thinking, and the “proposal-style” teaching method as well as the teaching mode of “cross-teaching of industry-university-research”, it analyzed the advantages and disadvantages now available of the current teaching model in advertising design education in our nation. Besides, it identified some issues and discussed available solutions at the same time. The thesis put forward that emphasizing the development of a single discipline is not a smart move. Based on that, it discussed the influence and importance of establishing a systematical and sound knowledge system upon advertising design education. It firstly put forward the concept of “tracing design” and offered an idea for its own on the training mode of creative thinking in advertising design.

Key words: design education, teaching mode, design mind, tracing design