| 发散与延伸——广告专业教学中创意思维训练的两个维度 |
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| 引用本文： | 汤志耘.发散与延伸——广告专业教学中创意思维训练的两个维度[J].宁波大学学报(教育科学版),2012(1):115-117. |
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| 作者姓名： | 汤志耘 |
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| 作者单位： | 宁波大学人文与传媒学院 |
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| 基金项目： | 宁波大学教研项目(JYXMxzh200813) |
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| 摘 要： | 发散与延伸是广告创意思维训练中的两个重要维度。发散性思维可通过一个物品多种用途、一个形象多种变化、一个概念多种联想、结合案例进行发散等教学手段加以训练。延伸性思维可通过模仿与延伸、推论与延伸、提炼与延伸等教学手段加以训练。并通过添加辅助条件来提高广告创意思维的速度和精度,此外,还需要注重思维训练的系统化与科学化。
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| 关 键 词： | 广告学专业 创意思维 发散思维 |
Divergence and Extension:Dimensions of Creative Thinking in Ad Teaching |
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| TANG Zhi-yun.Divergence and Extension:Dimensions of Creative Thinking in Ad Teaching[J].Journal of Ningbo University(Educational Science Edition),2012(1):115-117. |
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| Authors: | TANG Zhi-yun |
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| Institution: | TANG Zhi-yun(College of Humanities and Communications,Ningbo University,Ningbo 315211,China) |
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| Abstract: | Divergence and extension are significant dimensions of creative thinking cultivation in the advertising instruction.Divergent thinking can be trained in radiative case teaching through diversified use of an object,varied change of an image,and different association of a concept,and extensive thinking can be acquired by duplication,deduction,and abstraction.Additionally,assisting devices can be provided to emphasize the speed and accuracy of original ad thinking in scientific and systematic training. |
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| Keywords: | advertising creative thinking divergent and extensive thinking |
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