Innovation and Practice of a Teaching Model for Cultivating AI-Empowered Creative Talents: A Case Study of the Advertising Copywriting Course
Journal: Journal of Higher Education Research DOI: 10.32629/jher.v7i1.4974
Abstract
In response to the advertising industry's pressing need for "Copywriting + Technology + Data" composite talents in the context of the intelligent media era, this paper takes the "Advertising Copywriting" course as an example to systematically expound on the innovative teaching process centered on AIGC deep empowerment. Focusing on the three major pain points in teaching—outdated content, impractical exercises, and inadequate integration—this study constructs a teaching model termed "One Integrated Framework, Dual Cores, Three Phases, Four Transformations". The teaching reform is anchored in the principles of "student-centeredness and output-orientation," with "project-based practical teaching" as the main approach, and "Five-Mind Ideological and Political Education" and the "AIGC Tool Chain" serving as dual core drivers. It adheres to a three-stage ability progression path: "basic cognition - integrated application - innovative output," thereby achieving the teaching reform goal of cultivating digital and intelligent creative talents characterized by "AI-enhanced creation, media-integrated instruction, project-based practical implementation, and diversified evaluation."
Keywords
AIGC empowerment; talents in digital and intelligent creation; project-based instruction; smart curriculum; industry-education integration
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