现代广告设计中 ,创意是广告作品成败的关键。作为广告设计者 ,需要有创造性的思维 ,具有一定的创造力 ,才能生产出有创意的广告。然而当代大学生 ,由于在小学和中学教育中却忽视了创造性思维的培养 ,创造力贫乏 ,设计学院广告专业的学生也不例外 ,所以在现代广告设计的教学中 ,对学生创造性思维的培养显得非常迫切和重要。 In modern advertising design, creativity is the key to the success or failure of advertising works. As an advertising designer, you need to have creative thinking, have some creativity, in order to produce creative advertising. However, due to the neglect of the cultivation of creative thinking and creativity in primary and secondary education, the contemporary college students are no exception to the students who design advertising major in the college. Therefore, in the teaching of modern advertisement design, the cultivation of students’ creative thinking is very remarkable Urgent and important.