Research on the Teaching Reform of Advertising Creativity Courses Based on the OBE Concept

Abstract

In the context of the full penetration of smart media technology into the advertising industry, the intelligent transformation of advertising formats poses new requirements for the core literacy of creative talents. Traditional advertising creative courses have problems such as ambiguous teaching objectives, lagging content systems, and single evaluation mechanisms, which are difficult to meet the industry's urgent demand for compound creative talents. The OBE (Outcome-Based Education) concept, which focuses on learning outcomes and emphasizes reverse design and continuous improvement, provides a scientific theoretical framework for curriculum teaching reform. Based on the development characteristics of the advertising industry in the era of smart media, this paper deeply analyzes the practical difficulties in teaching advertising creativity courses and systematically constructs a teaching reform system based on the OBE concept, including clarifying outcome-oriented teaching objectives, reconstructing modular teaching content, innovating diversified teaching methods, establishing an evaluation mechanism that attaches equal importance to process and result, and improving the quality assurance system for continuous improvement. The study aims to provide practical paths for optimizing the teaching of advertising creativity courses in colleges and universities, and to help cultivate high-quality advertising creativity talents with Internet thinking, innovation ability and industry adaptability.