随着近几年各高校广告专业的增设,国家也加大了广告类赛事的开展,但是各大高校师生参与大赛的积极性并不是很理想。基于此,主要通过文献和调查问卷的方式来研究高校师生参与广告大赛的现状,并分析提出如何提高师生参与积极性的策略,为各高校广告专业师生提供一些建设性的意见建议。 In recent years, with the advent of higher education in colleges and universities, the state has also stepped up its advertising competitions. However, the enthusiasm of teachers and students in major universities to participate in the competition is not very satisfactory. Based on this, we mainly study the status quo of university teachers and students participating in advertisement competition through literature and questionnaire, and analyze how to improve the teachers and students’ motivation to participate in the competition so as to provide constructive suggestions for teachers and students of advertising major in colleges and universities.