About Advertisement Practice Ability Raise Research-"1+3" Advertisement Practice Educational Model Exploration

Chinese contemporary advertisement education has been going through for more than 20 years, but still bottlenecked by lacking of the academic innovation, the theory and the practice comes apart, graduates major in advertisement hard to find job. The most important question is insufficient of practice ability of the students that is most because of lack of practice in our advertisement teaching. With our China enter in WTO, development of advertising is obvious to all, but still exists some questions. On the one hand kinds of different scope advertising cooperation and enterprises need large quantity advertising specialists; on the other hand our education faces with multi quantity change to high quality. So we need to enhance the practice ability of advertising.This research takes practice education theory as direction, and takes modern design education idea with Chinese traditional education theory essence as support. At the same time on basis of summary the pattern of our existence modern advertising education, this paper makes much systematic induction and summary on cultivation of practice ability of advertising students. Mean time, combine with the experience of university education, author propose a (1+3) advertising education model, which solve the problem of practice ability of those students major in advertising. In which it content 4 practice teaching forms: 1. take the case teaching as the main teaching form"the case type teaching". 2."the project group teaching"which training integrative practice ability of students. 3."the tutorial system teaching"which consider both the study continuous nature and individuality difference. 4."hypothesized advertisement environment teaching"which simulate the actual environment all around.