本文针对目前中国广告业蓬勃发展背后的危机,以人才是广告公司发展的最核心、最基本的资源出发,分析广告设计师主观和客观上所面临的困惑和焦虑,进而从技能、知识、关系和心理四个方面阐述身为广告设计公司的主力群体,设计师应当如何主动地走出困惑,积极地提高自身素质,以适应21世纪广告业的新挑战。 This article aims at the current crisis of the vigorous development of China’s advertising industry. With talent as the most basic and basic resource for the development of advertising companies, this paper analyzes the subjective and objective confusion and anxiety faced by advertising designers. Then, from the perspectives of skills, knowledge, And psychological aspects of four as advertising design company’s main group, how designers should take the initiative out of confusion, and actively improve their own quality to adapt to the new challenges of the 21st century advertising industry.