广告文案写作课程是广告学学科体系中的重要组成部分。目前,我国许多高校广告学专业都开设了广告文案写作课程,但是在实际教学中,该课程在师资、课程性质、教学形式等方面存在诸多问题。文章根据该课程性质及要求,以及笔者长期从事该课程教学的体会,围绕专业教师、教学内容、教学方法、教学对象和考核方法等方面探索广告文案写作课程的教学改革。 Advertising copywriting course is an important part of the discipline system of advertising. At present, many colleges and universities advertising professional set up advertising copywriting course, but in the actual teaching, the course in the teachers, the nature of the curriculum, teaching forms and so there are many problems. According to the nature and requirements of the course, as well as the author ’s experience in teaching the course for a long period of time, the article probes into the teaching reform of the writing course of advertisement copy in terms of professional teachers, teaching contents, teaching methods, teaching objects and assessment methods.