市场视角下,应用型广告人才培养集中体现在“适应市场需求的动手能力”上,广告教学明确目标是瞄准市场动态需求。企业广告人才熟悉公司业务、广告策划、品牌知识、媒介等素质要求及广告人积极的工作态度、良好语言表达与沟通能力、创造性思维、勇于承担责任等个性特征,不是高校传统教学模式能够满足,加上专业课程不专业、教师自身实践有限等问题,从教育规律看,要求高校充分发挥校内外有效资源、充分发挥学生作为学习主体的积极性和创造性。 Market perspective, application-oriented advertising personnel training embodied in “Adapt to the needs of the market ability ”, the clear goal of advertising is to target the dynamic market demand. Corporate advertising professionals are familiar with the company’s business, advertising planning, brand knowledge and media quality requirements and advertisers positive work attitude, good language expression and communication skills, creative thinking, to assume responsibility and other personality traits, not the traditional college teaching mode to meet, Coupled with the professional courses are not professional, teachers themselves limited practice and other issues, from the perspective of educational law, colleges and universities are required to give full play to effective resources both inside and outside the school, give full play to students as the main motivation and creativity.