价值观教育视角下的《广告学》“课程思政”教学路径探究
Exploration of the Teaching Path of Advertising Study from the Perspective of Values Education in “Curriculum Ideology and Politics”

价值观教育一直贯穿于各个历史时期的教育中，是中国教育体系的重要组成部分，也是思想政治教育的核心。近年来，各大高校积极推进“课程思政”教学改革，不断在专业课程如何与思政课程形成协同效应的道路上不断探索。本文基于价值观教育视角，从“价值观教育”和“课程思政”的提出背景和研究现状出发，采用文献法与个案研究法，探讨了如何将价值观的塑造融入到《广告学》专业课程的“课程思政”教学改革中。在《广告学》课程内容体系中，主要从广告学学科本质、广告发展历史、广告基础理论、广告创作实践几个方面作为切入点，适时融入思政元素，对学生进行价值观教育，培养学生的文化自觉和文化自信，提升学生的社会责任感和创新能力。
Value education has always been an important part of education in various historical periods, and it is an important component of China’s education system as well as the core of ideological and political education. In recent years, major universities have actively promoted the “curriculum ideology and politics” teaching reform, and have been constantly exploring ways to create synergies between professional courses and ideological and political courses. This article, based on the perspective of values education, starts from the background and research status of “values education” and “curriculum ideology and politics”, and uses literature and case studies to explore how to integrate the shaping of values into the “curriculum ideology and politics” teaching reform of the Advertising Studies professional course. In the curriculum system of Advertising Studies, the main entry points are the essence of advertising, the history of advertising development, basic advertising theories, and advertising creation practices. Ideological and political elements are integrated in a timely manner to educate students on values, cultivate their cultural consciousness and self-confidence, and enhance their social responsibility and innovation ability.