“有效教学”是指教师遵循教学活动客观规律,以尽可能少的时间、精力和物力投入,取得尽可能多的教学效果,从而实现特定的教学目标,满足社会和个人的教育价值需求。依据“有效教学”理念,“广告学”课程教学应提高教师教学积极性,教学中使学生成为主角,营造积极的课堂环境。 “Effective teaching ” refers to the teacher follows the objective law of teaching activities, with as little time, energy and material resources as possible, to obtain as much teaching effect, in order to achieve specific teaching goals, to meet the social and personal educational needs . According to “effective teaching ” concept, “advertising ” teaching should improve the teaching of teachers, teaching students to become the protagonist, to create a positive classroom environment.