本文针对当前广告教育过分注重专业知识和专业技能的传授而忽略对学生“专业精神”培养的问题,提出广告人才培养的“专业精神”概念,认为“专业精神”是广告人才素质的重要组成部分,是高校广告专业教育取得竞争优势的必要环节。分析了学生专业精神缺失的表现形式,剖析了其原因,从系统角度提出了问题解决的可能途径。 In view of the fact that the education of advertisements places too much emphasis on the impartion of professional knowledge and professional skills while ignoring the problems raised by the students “professionalism ”, this paper puts forward the concept of “professionalism ” of ad talent cultivation and holds that “professionalism ” is an advertisement An important part of the quality of talented people is that colleges and universities advertising professional education necessary to obtain competitive advantage. Analyzed the manifestations of the lack of professionalism of students, analyzed the reasons and proposed possible solutions to the problems from a systematic perspective.