智能教育与教学
Journal of Intelligent Education and Teaching
- Publisher:Eastern Sunshine Publishing House Limited
- ISSN Print:3080-8405(P)
- ISSN Online:3080-8413(O)
- Subject Category:Educational Sciences
- Publication Frequency:Monthly
- Submissions:0
- Views:149
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新媒体视域下中职广告设计教学及本土品牌文化传播实践探究
Research on the Teaching of Advertising Design and Cultural Communication Practice of Local Brands in Secondary Vocational Schools from the Perspective of New Media
Published: 2026-08-28
Author: 申铃 :广东创新科技职业学院 广东东莞; SHEN Ling :Guangdong Innovative Technical College, Dongguan;
Chinese Abstract: 新媒体技术重构信息传播格局，广告设计摆脱传统媒介局限，形成互动化、精准化、社交化的全新创作与传播体系。文章以广东创新科技职业学院中职广告设计专业教学实践为依托，立足中职教育重实操、对接产业一线的育人特色，系统梳理新媒体环境下广告设计的传播特征，剖析文化融合在广告创意、内容表达、品牌长效运营中的核心价值。针对中职设计学习者在文化运用、新媒体技术落地、品牌思维构建方面存在的短板，分别从学习者能力提升、院校教学改革、本土品牌运营多个层面提出适配中职学情的实操策略，以期为新媒体广告设计教学改革与本土品牌的文化广告传播提供实践参考。
Abstract: New media technology reconstructs the pattern of information dissemination, and advertising design breaks away from the limitations of traditional media, forming a new creative and communication system that is interactive, precise, and social. This article is based on the teaching practice of the advertising design major at Guangdong Innovation and Technology Vocational College. Based on the educational characteristics of emphasizing practical operation and connecting with the industry front line in vocational education, it systematically sorts out the communication characteristics of advertising design in the new media environment, and analyzes the core value of cultural integration in advertising creativity, content expression, and long-term brand operation. In response to the shortcomings of vocational school design learners in cultural application, new media technology landing, and brand thinking construction, this paper puts forward practical strategies adapted to the learning situation of secondary-vocational students from multiple dimensions including learners' capability improvement, teaching reform in colleges and local brand operation, so as to provide practical references for the teaching reform of new‑media advertising design and the cultural‑advertising communication of local brands.
Chinese Keywords: 新媒体；广告设计；文化融合；品牌塑造；中职教育
Keywords: new media; advertising design; cultural fusion; brand building; vocational secondary education