An Analysis On The Influence Of Proposition Strategies Of National Advertising Art Design Contest On The Professional Consciousness And Practical Ability Of College Students Majoring In Advertising

Since the reform and opening up,the rapid development of China's economy has injected a rapid growth momentum for the advertising industry.At the same time,the advertising industry has also put forward higher requirements for talents' practical ability and comprehensive utilization.Various types of advertising contests for colleges and universities have gradually become an important platform for the innovation and development of college advertising education,and their influence and role have become increasingly significant.Among them,the National Undergraduate Advertising Art Competition(herein referred to as "Da Guang Sai"),which is sponsored by the Chinese Higher Education Institute and the Ministry of Education's College of Journalism and Communication Specialty Teaching Guidance Committee,is currently the highest level of professional competition for undergraduate students.Although China's contemporary advertising education has developed for more than 30 years,it still faces many problems.On the one hand,as the communication environment changes rapidly with changes in the market,the advertising industry is facing transformation and upgrading in the process of adapting to the communication environment.The employees in the advertising industry need stronger practical ability,higher professional quality,and more comprehensiveness.On the other hand,advertising education in colleges and universities is still biased toward theorization and decentralization,and there is still a long way to go on practical applications and capacity development.How to adapt to the actual needs of the talented people in the advertising industry and carry out appropriate professional education reforms is also an academic topic that should be explored by the education profession in colleges and universities.Da Guang Sai has experienced more than ten years of development in China and has already exerted greater influence in the industry.Although Da Guang Sai has matured in practice and has a good momentum of development,there are relatively few attentions and theoretical studies on the actual impact of Da Guang Sai on college students.Da Guang Sai is the result of game and sharing between all parties.Participants need each other,and enterprises,universities and students all benefit from it.Colleges and students are the most important participants.In this process,whether students are affected,whether the practical ability can be improved,and whether they can better cope with the future work,these are the topics that should be paid attention to in college advertising professional education,and they are also the contents that this paper tries to find and study..This article is divided into three parts.The first part is from the point of view of Da Guang Sai Organizing Committee and enterprises,to study the propositions and changes of propositions of Da Guang Sai over the years,and the advertising industry for talents reflected in these trends and changes.The focus of market demand;the second part,the analysis of the specific influence of these propositional tendencies on students' professional awareness and practical ability in Da Guang Sai,through the investigation of the participants to analyze;the third part,for the current Da Guang Sai The industry's requirements for advertising professional education and advertising talents are reflected in the response strategies from the perspective of media,creativity,marketing model,and professional knowledge construction.