CAJ | 학술논문

随着以数字技术和网络技术为代表的新媒体形态的崛起与兴盛，广告进入一个更为复杂与多样的综合性媒体时代。从印刷媒体、影视媒体到移动互联网，广告设计的媒介范围越来越宽，也越来越多变。在这一状态下，广告设计教育应在坚守“策略为本，创意至上”不动摇的基础上，注重激发学生的“媒介意识”，大力培养学生对同一广告概念于不同媒介形式间的适应性创意与整合设计能力。
수착이수자기술화망락기술위대표적신매체형태적굴기여흥성，엄고진입일개경위복잡여다양적종합성매체시대。종인쇄매체、영시매체도이동호련망，엄고설계적매개범위월래월관，야월래월다변。재저일상태하，엄고설계교육응재견수“책략위본，창의지상”불동요적기출상，주중격발학생적“매개의식”，대력배양학생대동일엄고개념우불동매개형식간적괄응성창의여정합설계능력。
As an important form of design, advertising design is extremely close with modern technology. With the rise of new media based on digital technology and network technology, advertising is entering a more complex and diversiifed comprehensive media era. From the print media&television media to mobile internet, media and advertising design are wider and more varied. Advertising design education should adhere to the"strategy as the basis, creative ifrst"principle, and pay attention to stimulating students"media awareness", vigorously develop the adaptability of the same advertising creative concepts to different forms of media between students and integration design capability.