Introduction of Undergraduate Specialty in Art and Design College of Zhejiang A&F University

Art design (visual communication art design) major

Length of study: four years Degree awarded: Bachelor of Arts.

Training objectives: This major trains innovative applied design talents with theories and skills in advertising planning and design, packaging design, exhibition design, corporate image design, book printing design, web page design, etc., and can use modern design consciousness and professional knowledge to engage in art design, scientific research and teaching.

Main courses: pattern design, font and layout design, advertising design, packaging design, book art design, corporate image design, brand image design, visual orientation design, display design, computer-aided design, web page design, etc.

Employment orientation: I can engage in related work and engage in teaching and scientific research in enterprises and institutions such as advertising, packaging and media.

This major is a school-level key major with a master's degree in design.

Art design (clothing art design) major

Length of study: four years Degree awarded: Bachelor of Arts.

Training objectives: This major trains applied talents who can engage in fashion design, research and education, have a solid theoretical foundation of fashion art design and skilled basic skills, and can meet the needs of the development of the fashion industry.

Main courses: clothing history, clothing preliminary design, clothing illustration, clothing structure, clothing technology, clothing psychology, clothing product design, three-dimensional cutting, industrial model, clothing marketing, clothing materials, clothing CAD, clothing display design, etc.

Employment orientation: I can engage in clothing design, clothing technology and production, clothing marketing, management, teaching and scientific research in clothing-related enterprises and institutions.

Digital media and art

Length of study: four years Degree awarded: Bachelor of Arts.

Training objectives: This major trains students with good comprehensive quality, who can master digital media application technology and digital media art design theory skillfully, and can use various digital media for professional creation and design application, especially to train compound digital media art talents with unique characteristics in environmental landscape animation and virtual display of industrial products.

Main courses: digital color and graphics, digital photography, introduction to digital media art, audio-visual language, story script, animation principle and design, three-dimensional animation, experimental digital video, video design and multimedia production, web page production and website design, Flash animation, virtual reality, etc.

Employment orientation: I can engage in digital media art creation and technology application in animation companies, multimedia companies, network companies, art design fields, film and television audio-visual publishing departments, teaching and scientific research departments, etc.

Professional photography

Length of study: four years Degree awarded: Bachelor of Arts.

Training objectives: This major cultivates applied senior talents with theoretical knowledge of literature and art, high artistic accomplishment, basic principles and operational skills of photography and video shooting, and the ability of news, advertising, film and television creation and digital image application, who can engage in photography, teaching and scientific research in advertising, film and television departments, news media and service industries, audio-visual publishing departments and teaching and scientific research departments.

Main courses: photography history, film and television basics, photography composition, digital images, photography modeling and lighting, multimedia and web page production, advertising photography, color control, news reporting photography, photo editing, etc.

Employment orientation: I can engage in propaganda, advertising, film and television, audio-visual production, teaching and scientific research in newspapers, radio stations, television stations and other enterprises and institutions.

Advertising professionals

Length of study: four years Degree awarded: Bachelor of Arts.

Training objectives: This major trains students to have humanistic quality foundation, innovative spirit, creative ability and entrepreneurial thinking, master advertising theory and skills, be familiar with modern media, marketing, public relations, exhibitions and entrepreneurial knowledge, and be able to engage in advertising operation management, advertising planning, creative design and production, marketing planning and project planning management in professional advertising companies, news media advertising departments, public relations exhibition companies, market research and consulting industries, cultural creativity and planning industries and enterprises and institutions.

Main courses: communication, introduction to advertising, advertising planning and creativity, advertising design, advertising copy writing, advertising media research, film and television advertising director, computer graphic design, marketing, public relations, exhibition planning, project planning and management, etc.

Employment direction: engaged in advertising planning and creativity, advertising design and production, advertising management and management in advertising industry and news media advertising department; Engaged in project planning, operation and management in creative and consulting companies; Planning, management and design of exhibition public relations activities in exhibition public relations company; Engaged in marketing, organizational image planning, marketing, news reporting, external publicity and other work in enterprises and institutions.

This major is a key construction major in Zhejiang Province.

Chinese language and literature major

Length of study: four years Degree awarded: Bachelor of Arts.

Training objectives: This major trains applied talents with systematic knowledge of Chinese language and literature, broad vision of modern culture, good comprehensive qualities and abilities in language expression, writing and operation of modern office equipment, and can engage in secretarial, teaching, scientific research and management work in departments of culture, publicity and education, as well as party and government organs, enterprises and institutions.

Main courses: modern literature, ancient literature, foreign literature, film and television literature, modern Chinese, ancient Chinese, literary writing, applied writing, secretarial science, radio and television journalism, editing and publishing, office automation, etc.

Employment orientation: Graduates are suitable for writing, research, editing and publishing in cultural departments, or for management, teaching, public relations, planning and publicity in institutions, schools, enterprises and institutions.

Cultural industry management major (tea culture)

Educational system: four years. Degree awarded: Bachelor of Management.

Training objectives: cultivate good humanistic quality and be familiar with management and cultural knowledge; Master tea production and evaluation technology; Innovative and applied talents with comprehensive skills of tea culture with tea art as the core, certain ability of tea brand planning and international communication of tea culture.

Main courses: culturology, basic accounting, introduction to management, marketing, introduction to cultural industry, introduction to tea science, general theory of tea culture, production and classification of tea, tea tasting, tea art theory and performance, tea trade, brand management, etc.

Employment orientation: Students majoring in tea culture can engage in tea processing technology and quality management, tea performance and creation, brand marketing and planning of tea enterprises, tea culture education and training after graduation. Among them, some outstanding students are qualified for the promotion and exchange of international tea culture. Therefore, the employment destination of this major after graduation includes: training, education and research institutions related to tea culture; Tea processing and import and export trade enterprises; Enterprises and institutions dealing in tea culture products.