| dc.contributor.advisor | 陳文玲 | zh_TW |
| dc.contributor.author (Authors) | 林晏伃 | zh_TW |
| dc.creator (作者) | 林晏伃 | zh_TW |
| dc.date (日期) | 2003 | en_US |
| dc.date.accessioned | 17-Sep-2009 15:31:08 (UTC+8) | - |
| dc.date.available | 17-Sep-2009 15:31:08 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Sep-2009 15:31:08 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0088452004 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/33104 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 88452004 | zh_TW |
| dc.description (描述) | 92 | zh_TW |
| dc.description.abstract (摘要) | 本研究從業界對學校廣告教育的質疑中展開。過去研究指出，大部分的廣告從業人員皆肯定廣告教育的價值，但信心卻不是建立在學校教育上（陳文玲，1999）。另有學者認為，學校是發展創意表現的重要環境，但是不同領域的人都認為學校是抑制創造力的地方（吳靜吉等，2000）。學校教育環境究竟能否激起創意的火花？過去文獻多採業界觀點探討廣告創意教育。本研究由學界觀點切入，以深度訪談法針對在大學廣告系教授廣告創意課程的八位老師，進行一趟發現之旅。研究目的在瞭解（1）目前國內大學廣告創意課的現況；（2）一堂理想的廣告創意課背後的教學理念、教什麼與怎麼教；（3）大學廣告系究竟能不能教創意。研究結果發現，創意確實有部分是教不來的，像天才、竅門或靈感。創意教學的成效也非立竿見影。但在能夠教授的範圍內，老師教學生認識廣告本質、教思考方法、教策略、教跨越從策略進入創意的靈感黑洞、教概念的一致性、教如何欣賞與評估作品以及教執行力。教學方式包括：接近廣告作品、與實務界建教合作、從廣告之外尋找創意、多元教材交互運用、創造互動的上課氣氛、模擬正式提案情境並以教學評量掌握學生學習成效等等。此外，在養成未來廣告創意人的態度上，老師也教學生自我配備，進一步發現自己、尋找自己，並且創造開放的環境以建立對事物的觀點。由此鋪一條通往理想廣告創意課程的路徑。一個具示範性與感染力的老師、一群用回饋為創意課程守門的學生、一個鼓勵創造的整合學習環境，是構成創意互動的三大要素。或許理想的創意課不在教室內，也沒有下課鈴，大學四年就是一堂很大、很久的廣告創意課，學生在不同場合都能與創造力相遇。長久以來學、業界因缺乏瞭解，造成彼此不信任與焦慮。本研究提供看見學校廣告創意教育面貌的機會，希望能藉此拉近學業界距離，展開更多對話；更期望能夠以此延伸廣告創意研究的軌跡。 | zh_TW |
| dc.description.tableofcontents | 目 錄 1第一章 緒論 3第二章 文獻探討 7 第一節 何謂創造力？ 7 第二節 廣告創意 13 第三節 國外廣告創意教育相關研究 18 第四節 國內廣告創意教育沿革 24第三章 研究方法 33第四章 研究結果 37 第一節 廣告創意課程現況描述 37 第二節 YES OR NO：廣告創意究竟能不能教？ 38 第三節 WHAT：廣告創意教什麼？ 43 第四節 HOW：他們怎麼教廣告創意？ 63 第五節 WHAT ELSE：除此以外，還教什麼？ 74第五章 結論與建議 82 第一節 研究回顧 82 第二節 研究貢獻、限制與未來研究建議 101附錄 創意老師的臉譜 103參考書目 110 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0088452004 | en_US |
| dc.subject (關鍵詞) | 廣告 | zh_TW |
| dc.subject (關鍵詞) | 創意 | zh_TW |
| dc.subject (關鍵詞) | 廣告創意教育 | zh_TW |
| dc.subject (關鍵詞) | 創意課程 | zh_TW |
| dc.subject (關鍵詞) | 質化研究 | zh_TW |
| dc.subject (關鍵詞) | 深度訪談 | zh_TW |
| dc.title (題名) | 打造一堂理想的廣告創意課：從學界觀點出發 | zh_TW |
| dc.type (資料類型) | thesis | en |
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