“以项目为导向”的广告设计人才培养成为高职高专应用型人才培养的一个重要发展方向。在人才培养方面应以“项目”的社会服务性质、市场运作模式为导向,准确定位人才培养的目标,在人才培养规格方面,要重视学生的专业技能培养,在课程设置方面要重视实践课程,在传统理论课程的基础上,要加大实践课程开发和设置,从而满足以“项目”为导向的学生应用能力培养,最终达到高职高专广告设计人才培养的目的。 “Project-oriented ” Advertising Design Talent Training has become an important development direction of vocational talents training. In the aspect of personnel training, we should focus on the social service nature of “project ” and the market operation mode to accurately locate the goal of personnel training. In terms of personnel training specifications, we should attach importance to the cultivation of students’ professional skills and pay more attention to the practice of curriculum design Based on the traditional theory courses, we should increase the practical curriculum development and setting so as to meet the students’ application ability training guided by “Project ”, and finally achieve the goal of advertising design talents training in higher vocational colleges.