First, adhere to the principle of integrating theory with practice.
Writing a graduation thesis on advertising must adhere to the principle of integrating theory with practice. Theoretical research, especially advertising research, must serve the social reality. Scientific theory plays a guiding role in practice and can be transformed into great material and spiritual strength through people's practical activities. The task of scientific research is to reveal the regularity of the movement of things, and use this regularity to guide people's practice and promote social progress and development. Therefore, the graduation thesis must pay attention to the reality of social and economic construction, pay close attention to the new situation and new problems in society, and pay attention to the development status and trend of advertising industry.
Adhere to the reality of theoretical research, integrate theory with practice, go deep into practice, and extensively carry out social investigation and research. This is also the basic way for us to correctly understand society. Only by going deep into reality, widely contacting with objective things, obtaining a large number of perceptual materials, and then using scientific logical thinking methods to study and process these materials, can we find a new topic with practical significance and suitable for our own research. In the practice of China's reform and opening up, new situations, new problems and new experiences emerge one after another, and problems that need to be studied are all over the society. As long as you have a strong interest in practical problems and a high degree of sensitivity, you are good at capturing those vivid and typical realistic materials, and through in-depth thinking and research, you can find out the regular knowledge that is conducive to socialist modernization and improve the value of your graduation thesis. Of course, writing a graduation thesis has a wide range of topics, not limited to real-life problems, but also can study professional basic theories and comparative studies between China and the West. However, no matter what research topic you choose, you should implement the principle of integrating theory with practice, make the past serve the present, make foreign things serve China, learn from historical research that is beneficial to the development of real society, and learn from advanced ideas and successful experiences abroad.
Second, the argument should be scientific and the viewpoint should be innovative.
(A) the argument should be scientific
The scientific nature of graduation thesis means that the basic viewpoints and contents of the article can reflect the objective law of the development of things. The basic idea of the article must come from the analysis and research of specific materials, not from subjective imagination. The function of scientific research lies in revealing the laws, exploring the truth, and opening the way for us to understand and transform the world.
The scientific nature of the article first comes from the careful investigation and study of objective things. Master a lot of rich and practical materials, making it "the foundation of seeking things and the way to accomplish things."
Secondly, the scientific nature of the article usually depends on whether we can adhere to the scientific attitude of seeking truth from facts when observing and analyzing problems. In scientific research, neither personal prejudice nor conformity is allowed, let alone imagination. But from the analysis, and strive to truly reflect the true colors of things.
(b) Ideas should be innovative.
The innovation of graduation thesis is its value and soul. The innovation of the article, in general, requires that we should not simply repeat the views of our predecessors, but must have our own independent opinions. The reason why academic papers should be innovative is determined by the purpose of scientific research. Fundamentally speaking, people carry out scientific research in order to understand those areas that have not been recognized by people, and the writing of academic papers is the written expression of research results. Therefore, the research and writing process itself is a creative activity. In this sense, if an academic paper is not creative, it is not scientific research, so it cannot be called an academic paper. Although graduation thesis focuses on the basic training of students' scientific research ability, creativity is still a basic requirement it emphasizes.
Of course, we should correctly understand the specific requirements of academic papers, especially graduation papers. It can be manifested as achievements in new fields that have not been explored by predecessors and new topics that have not been done by predecessors; It can be manifested in further research on the basis of predecessors' achievements, making new discoveries or putting forward new opinions, forming a single opinion, or in summarizing and expressing existing materials or opinions from a new angle. The paper can scientifically explain new problems in real life and put forward solutions, which is naturally creative; Even if we just put forward some new phenomena and problems that can arouse people's attention and thinking, it is still a kind of creativity. Creativity in scientific research requires us not to blindly follow predecessors' conclusions, but to be good at independent thinking, dare to put forward our own independent opinions and dare to deny those outdated conclusions. This requires not only a diligent learning attitude, but also a spirit of pursuing truth and being brave in innovation. To correctly handle the relationship between inheritance and innovation, any innovation does not come out of thin air and is always based on the achievements of predecessors. Therefore, we should seriously study, study and absorb the achievements of our predecessors. But this kind of knowledge is not eaten alive without analysis, but is to be inherited, criticized and developed.
Whether the graduation thesis is creative or not should be evaluated from several aspects:
(1) has certain theoretical or practical significance in the discipline field of this major, and through independent research, I put forward my own understanding and views.
(2) Although others have studied the problem, they have adopted a new argument angle or a new experimental method, and the conclusions put forward can inspire people to some extent.
(3) Be able to clarify the prejudice against a certain issue with careful analysis. Although there is no updated viewpoint, it can provide some necessary materials and methods for others to study this problem again.
(4) Put forward and solve the problems in social real life and industry development to a certain extent with newer theories and methods, and achieve certain results. Or provide new ideas and data for solving practical problems.
(5) Put forward and solve the problems in this discipline to some extent with the theories of related disciplines.
(6) Use newly discovered materials (data, facts, historical facts, observations, etc.). ) to prove the proved point of view.
Third, the arguments should be informative and rigorous.
(a) Arguments should be informative.
It is not enough for an excellent graduation thesis to have a good theme and viewpoint, it must also be supported by sufficient and informative argumentation materials. Graduation thesis is different from general argumentative thesis, which is the remarkable feature of graduation thesis. In a general argumentative essay, the author only needs to analyze one or two arguments to prove a point, while the graduation thesis must take a lot of argumentation materials as the basis and pillar of his own point of view. Every time the author establishes an opinion, he should consider: what materials are used as the main evidence and what materials are used as circumstantial evidence; Whether you will have different opinions or negative opinions on your own views, and how to explain or refute the objections held by others. The opinions and opinions that the author is required to put forward in the graduation thesis are really his own, and in order to make his own opinions recognized by others, there must be a lot of sufficient and convincing reasons to prove his correctness.
The argument of graduation thesis should be sufficient and applied appropriately. It is impossible and unnecessary to quote all the research results, facts, incisive expositions, all the actual data, observation results and investigation results in a paper, but take what is necessary and discard what is dispensable. Arguments serve arguments, and simple material accumulation can't prove arguments and powerfully expound them. Therefore, it is very important to choose the necessary arguments in the collected materials. Generally speaking, we should pay attention to the novelty, typicality and representativeness of the argument, and more importantly, we should consider whether it can effectively explain the point of view.
The materials and data cited in the graduation thesis must be correct and reliable, which can withstand scrutiny and verification, that is, the correctness of the argument. The specific requirement is that the cited materials must be confirmed repeatedly. First-hand materials should be fair and verified repeatedly to ensure their objective authenticity. Second-hand materials should be traced back to the source, find the exact source, deeply understand its meaning, and don't take it out of context. Quoting other people's materials serves your own argument, not as an ornament to the chapter. When quoting other people's information, you need to try to be accurate. When writing your graduation thesis, you should quote your own practical data and survey results as evidence. If the content of the article is the result of the author's own personal practice, then the value of the article will increase many times. Of course, for students with limited knowledge and few practical opportunities, it is inevitable to repeat the work of others in the initial scientific research and quote more practical achievements and data of others in their graduation thesis. But if the content of the whole article is a combination of indirect things, and you get very little, it will completely lose the meaning of writing a graduation thesis.
(B) the argument should be rigorous
Argumentation is the method and process of proving an argument with arguments. The argument should be rigorous and logical in order to make the paper convincing. From the overall point of view of the article, asking questions, analyzing problems and solving problems should conform to the laws of objective things and the procedures of people's understanding of objective things, so that people's logical procedures and cognitive procedures can be unified and the whole article can form a logical whole. Locally speaking, the analysis of a problem and the explanation of a phenomenon should reflect a relatively complete process of concept, judgment and reasoning.
Graduation thesis is an article style based on logical thinking, which demands to understand a large number of scientific styles, reflect the essence or law of things through concepts, judgments and reasoning, and infer the unknown from the known. All kinds of graduation thesis adopt this thinking form. Social science papers often use known facts and take the form of inductive reasoning to gain an understanding of the unknown. In order to make the argument rigorous and logical, we must: (1) judge the concept accurately, which is the premise of logical reasoning; (2) Explain the process of understanding objective things in a hierarchical and orderly manner; (3) It is necessary to take theory as the key link and combine reality with reality to reflect the leap process from "reality" to "emptiness" and from "thing" to "reason", that is, from perceptual knowledge to rational knowledge.
In addition, writing graduation thesis should also pay attention to the clarity and standardization of style. Academic papers, investigation reports, popular science books, feasibility reports, publicity outlines, etc. Everyone has their own characteristics, and they should not be confused with each other in writing methods.
The purpose and significance of graduation thesis defense
Graduation thesis defense is a face-to-face meeting between members of the defense Committee (hereinafter referred to as the defense teacher) and students who write graduation thesis. The defense teacher asks questions related to the thesis and asks the students to answer them face to face. It has questions, answers and arguments. Defense is a form of debate, which can be divided into contest debate, dialogue debate and question-and-answer debate according to its different forms. Defense is short for question-and-answer debate. Thesis defense has the following characteristics:
First, graduation thesis defense is a process of increasing knowledge and exchanging information. In order to participate in the defense, students should actively prepare before the defense, make further scrutiny on all parts of their own articles, especially the theoretical part and the conclusion part, and carefully examine whether the article demonstrates the basic viewpoints adequately, whether there are doubts, whether there are mistakes, whether it is one-sided and whether it is vague. If you find some problems, you should continue to collect all kinds of information related to them and be prepared to make up and explain them. This preparation process itself is a process of accumulating knowledge and increasing knowledge. In addition, in the defense, members of the defense team will also explain their views or provide valuable information on some issues in the paper. In this way, students can gain new knowledge from the defense teacher. Of course, if students have original ideas in their papers or provide the latest fresh materials in their defense, they will also inspire the defense teachers.
Second, the graduation thesis defense is one of the best opportunities for students to fully display their courage, ambition, talent, wisdom, demeanor and eloquence. Graduation thesis defense is a good opportunity for students to fully display their quality and talents at the critical moment when they are about to step out of school and go to society. The defense of graduation thesis is also an important struggle for students. Students should use their own efforts to lay the foundation for their professional study and future development.
Third, the graduation thesis defense is a good opportunity for students to learn from the defense team members and related experts. Graduation thesis, especially thesis defense committee, is generally composed of teachers and experts with rich practical experience and high professional level. The questions they raised in the defense meeting are generally the most important questions with basic nature within the scope of academic problems of this discipline involved in this paper, and they are the basic knowledge that students should have, but they are also problems that have not been fully expounded, discussed and analyzed in the paper, that is, the weak links in the article and the deficiencies that students are not aware of. By asking questions and giving directions, I can understand the problems existing in my graduation thesis and provide reference for future research on other issues. In short, the questions raised at the defense meeting, whether students can give correct, systematic and comprehensive answers on the spot, are a good help and guidance for students and improve their progress.
Fourth, graduation thesis defense is a good opportunity for graduates to learn and practice the art of debate. Defense is one of the important qualities that advertising graduates should possess. If students master superb debating skills and are eloquent, they will feel at home in their career and interpersonal communication. Because of this, people with lofty ideals have attached great importance to the training and cultivation of the quality of debate since ancient times, and have a superb art of debate as an important factor in their career success.
The following aspects should be paid attention to in the process of thesis defense.
First, be familiar with the content.
Students who take part in graduation thesis defense should first have a deeper understanding and understanding of their own thesis content. These two aspects are to prepare for answering the questions raised by members of the defense Committee about the depth of the paper and related knowledge.
Second, the picture interspersed
Pictures are not only an intuitive way to express opinions, but also a means to adjust the atmosphere of the defense meeting. Especially for the members of the defense Committee, they will be rejected after listening for a long time, and they will no longer accept and absorb what you have discussed, which will inevitably affect your graduation thesis defense performance. Therefore, in the process of defense, we should properly insert pictures and other media, analyze the thesis from different angles, give full play to the professional characteristics of advertising major, and enrich the defense content.
Third, the speech speed is moderate.
Students who defend their graduation thesis should master the rhythm. Respondent students must pay attention to the speed of speech in the process of defense, which is urgent and slow, light and heavy.
Fourth, body language assistance (performance art)
Although the graduation thesis defense, like other defenses, is mainly oral, proper use of body language will assist and enrich the defense content and make the defense effect better. Especially if the gesture language is used properly, it will be confident, powerful and irrefutable. On the contrary, if you stand up straight or bow your head all the time during the defense, even if your thesis is reasonable in structure, novel in theme and correct in conclusion, the defense effect will lack some artistic flavor. Therefore, we must pay attention to the use of modality when defending our graduation thesis.
Verb (abbreviation for verb) time control
Generally speaking, in the defense meeting of graduation thesis, there is time requirement for defense students. Therefore, graduate students should pay attention to the mastery of time when defending their thesis. It is necessary to allocate the defense time reasonably. There should be a time estimate and design for the content to be defended before the defense. Of course, the flexible reduction or increase in the process of defense is also a manifestation of time control, which needs attention.
Sixth, stick to the theme.
In the process of defense, we should closely focus on the theme, master the principle of unity of change, control the rhythm of the theme, and prioritize in defense.
Seven. opportunity
Students' defense time is generally no more than 20 minutes.
Defending member of advertising professional thesis
Moderator of the defense of advertising major; 1
Advertising teachers and experts: 3-4 people.