初中生正处于身心迅速发展和学习参与社会公共生活的重要阶段,处于思想品德和价值观念形成的关键时期,因此,需要在其思想品德发展上给予正确引导和有效帮助。为适应初中生成长需要,思想品德教学要充分考虑学科目标及学生特点,探索有效教学方法,将具有德育属性的公益广告有机融入其 Junior high school students are in an important stage of the rapid development of body and mind and learning to participate in social public life. They are in the crucial period of the formation of ideological and moral values. Therefore, they need to be given proper guidance and effective help in the development of their ideological and moral qualities. In order to meet the growing needs of junior high school students, ideological and moral education should give full consideration to the goals and characteristics of students, explore effective teaching methods, and organically integrate public service advertisements with moral education attributes into their