《电视广告》教学中一个主要目的就是要培养学生掌握电视媒体的优势特色,用画面语言创意和表现,最大程度地发挥电视的视觉冲击效果,但由于诸多原因导致学生没有形成运用画面语言的意识和习惯,因此在教学中采用多看、多评、多做的方法,训练学生画面语言运用的能力,同时也要时刻提醒学生注意目的与手段的区分,从而使创意和表现达到一个完美的结合。 One of the main purposes of “TV advertisement” teaching is to train students to master the advantages and characteristics of the television media, to use the language of the screen to create and express their ideas and maximize the visual impact of the television. However, due to many reasons, the students do not have the awareness of using pictorial language And habits, so in teaching more, more evaluation, more ways to train students to use language skills, but also to remind students to pay attention to the distinction between purpose and means, so that creativity and performance to achieve a perfect combination .