互联网和大数据的发展,深刻影响着社会生活的方方面面,也使我国高校的广告教育面临解构的危机。结构主义坚持“整体论”的观点,注重结构要素的调整和转换,本文尝试从结构主义的视角构建了数字传播时代我国高校广告教育体系的结构模型,并对广告教育理念、课程体系、实践教学、教材教师教法和教学评价等结构要素提出了新的思考。 The development of the Internet and big data has a profound impact on all aspects of social life and has also exposed the crisis of deconstruction in China’s university advertising education. Structuralism insists on the view of “whole theory ” and pays attention to the adjustment and transformation of structural elements. This paper attempts to construct the structural model of advertising education system in colleges and universities in the era of digital communication from the perspective of structuralism, and analyzes the advertising educational philosophy, curriculum system, Practical teaching, textbook teaching and teaching evaluation and other structural elements put forward new thinking.