“新文科+AIGC”背景下 湖北民办高校广告学课程体系构建

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中图分类号：G712 文献标识码：A DOI：10.16400/j.cnki.kjdk.2026.2.015

Construction of Advertising Curriculum System in Hubei Private Universities under the Background of "NewLiberal Arts + AIGC"

ZHANGXiaohui

（School ofArtandDesign，Wuchang InstituteofTechnology，Wuhan，Hubei）

AbstractTheevelopmentoftheInternet，bigdataandartificialintelligencehasledtoacompletetransformationof theentireadvertisingindustry.Theoriginaladvertisingtheoreticalsystemhasbeenimpacted，andtheboundaries betweendisciplines havebeen broken.Asan important component ofcultivatingapplied talents inthe advertising industry，privateuniversitiesarealsofacing theproblemofhowtoclarifytheideas forcultivating innovative applied professional talents in thecontextofnew humanitiesand new technologies，and how tohighly integrateadvertising studieswith inteligentmedia through interdisciplinaryteaching.Thearticleisbasedonthe talentcultivationplan for undergraduate advertising majors inprivateuniversities inHubeiProvince.Basedoncontentanalysis，itdiscuses the existing curriculum system of advertising in order to explore solutions.

Keywordsnew liberal arts; AIGC; Hubei; private universities;advertising; undergraduate training program

在数字经济迅速发展的今天，互联网、大数据和人工智能的广泛应用正深刻改变广告行业的运行模式和发展方向。（剩余3383字）