Establishment of New Concept Advertising Design Teaching System (I)

Abstract : According to the status quo of advertising design teaching in our country, a series of problems existed at present, and called for improving the teaching methods, correcting the basic curriculum scope, content and knowledge structure, and establishing its own independent advertising design discipline system. Further clarify the purpose of teaching and personnel training objectives, explore and introduce new concept advertising design teaching methods and course steps.

Keywords: new concept advertising design teaching system

At the end of the last century, Yang Zhenning, a famous Chinese physicist, and the famous German philosopher, Wargang Welsch, once predicted that "the 21st century will be the century of design." Now that we have entered the 21st century more than three years ago, the design professional firestorm has begun to emerge. What is the design of the new century? From where do we embody the "Century of Design"? It may still be some vague concepts, but one thing is absolutely certain: China's advertising design will become increasingly mature and flourish in the 21st century!

First, the current status of design education and problems

China's advanced design education has gone through many detours since its inception in 1918. It began to reform under the conditions promoted by the reform and opening up in 1978, and it really moved towards the direction of design education. However, there are still some ideas plaguing design education. As Professor Yin Dingbang of the Guangzhou Academy of Fine Arts wrote in the preface of a set of textbooks: The concepts of big arts, practical art, decorative arts and crafts, arts and crafts, and design educators plagued the new century, hindering them from establishing science, advanced and The operation of the design teaching system hinders the proper handling of ideological and scientific issues in the preparation of textbooks, the breadth and depth of perspectives and materials, theory and practice, knowledge and skills, and the relationship between basic knowledge and new concepts in modern design, and even hindered teaching materials. The purpose of teaching and the establishment of human training objectives. The author agrees with Professor Yin Dingbang’s point of view. What he called the “big arts” phenomenon is that it consists of ordinary arts, including decorative arts and crafts, practical art, and modern visual design, to form an art family.

"Parents" are fine arts, and they are above the disciplines of design. The arts must speak to others who are small. The "parents" think that the designs should be painted. The sketches of Russia, the colors of the impressionism, the American photographic realism, and the traditional Chinese paintings, you will To learn everything, “parents” demand that design must understand the history of fine arts. You must learn both Chinese, foreign, eastern, and western cultures. The author has many years of experience in setting up advertising companies and other social practices.

Designers do not exclude art, but they cannot be supervised by art. Because the new concept is designed not only for good looks, but it is also the first step in the movement of things. It needs to anticipate plans and control the future so as to ensure the realization of the desired goals. This requires a lot of knowledge and skills. We must seek support and help from many people, many disciplines and schools, many organizations and companies, and say that it is the crystallization of science, technology, art, economy, and management. There is absolutely no exaggeration in the slightest. Facts have proved that it is impossible to cultivate designers with only fine arts, just as Picasso cannot be trained to develop Ingel's method. Nor does Gropez use the method of cultivating Picasso. It is a method of cultivating the Renaissance. Can not leave the modern industrial design master Luo Wei, advertising design master David Ogilvy. These principles are very simple, just like beans, beans and melons. It is difficult to understand why some Chinese art and design universities still insist on using Russian sketches, the drawing of the painter of the Yongle Palace artist, and European colors as basic training to cultivate their visual talents in the new century. You must know: You planted It is not melon seeds. How can we grow melons in the future? . Please let us join in the call to change this situation and establish a modern design of its own teaching system, basic courses and knowledge structure.

I think that the basis of modern advertising design should mainly be: five major components (plane composition, color composition, three-dimensional composition, light composition, dynamic composition), photographic language and performance techniques, computer and various design software operations and applications, necessary painting Skills in Decoration and Expression, Mastery and Control of Visual Communication Design Language Skills, Aesthetic Law, Marketing, Communication Studies, Consumer Psychology, Rich Social Life Experiences, and Insights into Nature, Society, Market, and Consumer Capabilities Newly-differentiated creative thinking and design concepts. Of course, various qualities are still needed, such as music, dance, sports, humanities, management, industry and commerce, medicine and health, and knowledge of various cultural sciences. However, literacy is the fertilizer applied for design, and the main direction of attack should also be the theory of modern design. , techniques and social practice to achieve the level of visual arts design and improvement of the discipline. If we change the order of the times, and we don’t realize it or change it for a long time, the nature of things will change: learn how to draw the design out of the picture. “The melons grow beans.”

This is not the case for decades of arts and crafts education: Too many painters, art theoreticians, and designers and craft artists who are fascinated with painting for a long time, and design education in the new century should never continue to be so passive and ambiguous. Now. The establishment of a new concept advertising design discipline system is a comprehensive and sure research process of its history, present and future, and it is the best means of spreading it through teaching methods. Systematic and comprehensively understanding, understanding and mastering the basic theory and operation law of advertising design is the only way to cultivate advertising professionals. The current domestic advertising design textbooks mostly refer to advertising design techniques and laws. Relatively ignoring the premise of advertising design, it is often easy to go into the formalism misunderstanding of “only look good, but useless.” I ask: Do not understand the product and the market, there is no accurate product, market and advertising positioning, do not pay attention to how advertising strategy can design excellent and effective advertising? That is absolutely impossible. Therefore, from the standpoint of an independent professional discipline, establishing advertisements and designing their own teaching system, using systematic teaching methods, cultivating practical advertising professionals with macroscopic grasping ability and practical operating ability are the purpose of this thesis writing.

Second, the establishment of any discipline as a new concept of the discipline advertising design system has its extensive basic theoretical system as a support.

Advertising design is an arduous system project, with multiple traits such as marginal disciplines and applied disciplines. It is analyzed from the perspective of basic theory: it involves sociology, economics, aesthetics, psychology, journalism, communication, public The wide variety of theoretical basis for advertising design has been built up in various disciplines, such as relations, science, and marketing, and the results of infiltration and interaction among various disciplines. Form its own unique discipline system.

(to be continued)