广告是一门覆盖多学科、涉足多领域的综合性说服艺术,它要求广告人才具有较强的政治素质和良好的道德素养,有较强的交际能力和健全的公关素养;同时,需要有强烈的商品意识,精通经营谋略,有系统、完整的开放观念和锐意改革的精神,以及要有一个超前的科技灵魂和清醒的市场经济头脑。一、广告人才的道德素养与政治素质广告联系着千家万户的切身利益,寄托着广告工作者的灵气,是广告工作者与读者沟通思想的桥梁。因此,很难想象一个思想境界不高尚的人,会 Advertising is a multidisciplinary, multi-field involved in a comprehensive art of persuasion, which requires advertisers with strong political qualities and good moral qualities, have a strong communicative competence and a sound public relations literacy; the same time, there needs to be strong Awareness of commodities, proficiency in business strategy, systematic and complete concept of openness and commitment to reform, as well as an advanced technological soul and a sober market economy mindset. First, the moral qualities of advertisers and political quality Advertisements linked to the immediate interests of thousands of households, relying on the aura of advertisers, advertising workers and readers to communicate ideas bridge. Therefore, it is hard to imagine a person who is not noble in thought