Systematic Instructional Design Based On The Example Of Teaching College Advertising Professional Computer Graphic Design Courses

The social developments unceasingly pose new challenges to the quality that advertisement designers should have. As an indispensable method in advertisement design, Computer Graphic Design(CGD) has become a compulsory curriculum in the specialty of advertising and a professional skill, which the students of advertising should master. However, there are two deficiencies in the teaching of the curriculum in Chinese universities: the first deficiency lies in the bad integration of theoretical knowledge and practical skill, which makes students very weak in putting what they have learned in class into practice; secondly, the teaching performance is far from satisfaction since the students master only a small part of what the teachers teach in class.Widely applied in elementary education, the example approach theory maintains a tendency towards higher education and the Continuing education. The theory started to spread in china from 1980s; however, it has been rarely used in the research of teaching in the specialty of advertising in China's universities. And there is no precedent for its application in teaching research in the curriculum of CGD.In this research an investigation into the status quo of the teaching of the curriculum of CGD in China has been made. There's also a comparison of the present situation with the ideal teaching condition and the social expectation of the teaching result. The theories of example pedagogy and Instructional System Design especially Dick & Carey model are used in the teaching design of each unit. In the respect of teaching content, effort has been exerted to make the reasonable partition and integration of the three parts -- software operation, the graphic design and the related advertising course -- to formulate the teaching goal of each class, to develop the teaching strategy, to design the teaching process, and therefore to achieve the satisfactory teaching purposes. Examples in accordance with the requests of software operation, the graphic design and the related advertising courses in each class are made by careful selection, revision and reediting. Finally, after a teaching experiment of a specific unit, the students are required to give an evaluation on the teaching result. The experiment analysis is based on the statistics and data collected from students'interview and questionnaire survey, which shows that model-teaching method is suitable for the teaching of CGD specialty in universities and can well enhance the teaching effect.