Core Viewpoint - The article discusses the evolution of traditional Chinese New Year paintings, particularly focusing on the representation of horses, and highlights the integration of modern technology and aesthetics in creating new artworks while preserving cultural heritage [2][3]. Group 1: Traditional Elements - Horses are a common motif in traditional woodblock New Year paintings, symbolizing auspiciousness and protection [2]. - Various regional styles, such as Yangliuqing and Taohuawu, incorporate horses to convey wishes for success and academic achievement [2]. - In Hebei's Wuqiao paintings, horses often accompany deities, serving as guardians of homes and bringers of good fortune [2]. Group 2: Modern Adaptations - The term "new year painting" has emerged as traditional experiences and dissemination methods evolve, with contemporary artists reinterpreting traditional elements through collage and redesign [2]. - Generative artificial intelligence has lowered the barriers for creating new year paintings, allowing for the generation of digital images based on traditional styles [2]. - The integration of modern technology with traditional art forms highlights the ongoing relevance and creative potential of these cultural symbols [3]. Group 3: Value of Traditional Craftsmanship - Despite the rise of digital media, the tactile qualities and craftsmanship of physical New Year paintings remain invaluable, as they embody a sense of time and authenticity that screens cannot replicate [3]. - The continued appreciation for New Year paintings signifies the enduring cultural significance and the importance of preserving this intangible heritage [3].

清晨8点半，建宁县石头客栈的院子里已是一片热气蒸腾，一场酝酿已久的"年味杀猪宴"正式开场—— 两头膘肥体壮的土猪在众人的注视下完成宰杀，鲜肉还冒着热气便被送上灶台。 炊烟顺着山风袅袅升起，柴火在灶膛里噼啪作响，孩童的雀跃与大人的谈笑让这座山间小院暖意融融。 "咱们这儿的土猪肉肥而不腻，煮出来的汤都是奶白色的。"石头客栈主理人徐宜强举着手机穿梭于灶 台、院坝与人群之间，镜头时而对准锅中翻滚的汤汁，时而转向游客的脸庞，实时解说"杀猪菜"的每一 道工序。 "刷到直播预告，我们立刻组团来了。"来自莆田的林晓英带着家人朋友一行15人提前一天就住进了客 栈。"城里长大的孩子哪见过杀年猪这阵仗？你看他们，又怕又想看，躲在我身后又探出头来。"她笑着 说。 客栈的6间客房早被订满，还有20余名住在县城的游客起了个大早赶来，就为亲眼见证这场充满仪式感 的年俗活动，有人甚至挽起袖子帮忙切菜、添柴，体验一把灶台边的"热气腾腾"。 "这个点子，是互联网给的灵感。"徐宜强坦言，"很多城里人怀念或向往传统的农村年味。正好我外公 养了两头土猪，我们有场地，向镇上报备后，他们非常支持，觉得这是推广乡村、聚集人气的好机 会。" 活动采取预约制， ...

Core Viewpoint - The digital communication era has significantly transformed the advertising environment, presenting various challenges for advertising education in universities. The urgent need for digital transformation in advertising education is highlighted, focusing on the expansion of disciplinary boundaries, reshaping of professional knowledge, and adjustment of talent training models. A practical course titled "Creative Communication Management" initiated by Peking University in 2024 aims to explore a new path for university advertising education through multi-party cooperation and integration of practical labor and ideological education [2][3][11]. Group 1: Challenges in Advertising Education - The advertising education in universities faces a shortage of teaching resources, particularly in faculty and educational materials, as the current faculty often lacks the necessary digital communication skills and interdisciplinary backgrounds [5][6]. - The teaching environment is often closed, leading to a disconnect between teaching content and industry demands, with many universities still relying on traditional course structures that do not adequately address the needs of the digital advertising landscape [7][8]. - The outdated educational philosophy limits the ability to meet the growing demand for interdisciplinary and innovative talent, as traditional advertising education focuses primarily on specialized knowledge without fostering practical skills and cross-disciplinary thinking [9][10]. Group 2: Digital Transformation in Advertising Education - The rapid development of digital technology necessitates a transformation in advertising education, which is aligned with the "New Liberal Arts" initiative aimed at integrating digital technology with social sciences [11][12]. - The transformation involves expanding the scope of disciplines, innovating theoretical frameworks, and changing talent training methods to better align with the evolving advertising industry [12][13]. - A deep integration between academia and industry is essential for developing a talent training model that meets the demands of the digital advertising sector, emphasizing the need for collaboration and practical engagement [14]. Group 3: Practical Teaching Innovations - The "Creative Communication Management" course launched by five universities emphasizes practical teaching, allowing students to engage in real-world advertising projects, thereby enhancing their operational skills and market insights [23][25]. - The course integrates theoretical knowledge with practical application, utilizing digital tools and platforms to provide students with hands-on experience in digital advertising [26][28]. - The focus on public welfare projects within the course not only enhances students' professional skills but also instills a sense of social responsibility and awareness of societal issues [32][33].