Advertising art design

Author: Chen Liannian / Huang Jichun (editors)
Publisher:
Publish Date: 2002-08-01
Features: With the gradual deepening of China's reform and opening-up and the rapid development of the economy, the demand for design has been continuously growing. Art and design academies have sprung up like mushrooms after rain across the country. How design education adapts to social development, how to establish a sound design teaching system, how to highlight the unique characteristics of its educational programs, how to improve discipline construction, and how to enhance teaching quality have become key concerns. Textbooks are the key to these priorities. This is a series of books aimed at design education in art academies. The contributors are all key figures and backbone teachers in design education at art academies. They not only possess rich teaching experience and a rigorous academic attitude but, more importantly, have a strong sense of mission and responsibility. Before writing, Chongqing University Press organized multiple discussions, leading to a consensus and forming the following characteristics of this series: Based on the development trends of art and design education in the 21st century, employment trends, and curriculum design, the overall structure of this series of textbooks is determined. Building on the analysis of currently mature reference materials and textbooks, we have focused on strengths while avoiding weaknesses, with the core of writing centered on the fundamental knowledge and skills that must be mastered in undergraduate education for each course. At the same time, considering the characteristics of art education, we have provided teachers with space to teach according to their practical experience and theoretical inclinations. As textbooks for art and design majors, we have paid attention to the transition from fine arts to design, highlighting the characteristics of art and design. We have also focused on the teacher-student relationship, reflecting both the teaching aspects and the learning elements. We have avoided the excessive use of examples, using only those that visually illustrate and demonstrate knowledge and skills. Design should be part of the national innovation system, and it will play a new and more important role in the development of all industries. With economic globalization, our design must create new knowledge areas and skills to adapt to the increasingly fierce and competitive environment. As an art and design education rooted in the humanities, it needs to continuously evaluate teaching objectives and adjust development directions. The writing of textbooks should explore the modernity of art and design, reflect its contemporary characteristics, and explore the future trends of its development. This textbook has made efforts to explore these aspects to varying degrees. We know that the continuous "improvement" of textbooks will be an eternal topic.