广告设计是一种复杂的精神活动,它是灵感、思维、想象、表象、感知和情感的综合体。作为设计教育的一种,在教学中它既要遵循一般性学科的教育方式和规律,又要有所区别,是一个涉及相关知识较为全面的教学综合体。本文从广告设计专业课程的课程目标,习作设置,主体意识培养等方面出发,结合实际的教学经验,探讨适合本专业需求的教学改革之路。 Advertising design is a complex mental activity, it is a combination of inspiration, thinking, imagination, appearance, perception and emotion. As a kind of design education, it not only needs to follow the education methods and laws of general disciplines, but also makes some differences in teaching. It is a comprehensive teaching complex involving relevant knowledge. This article starts from the aspects of curriculum objectives, practice setting and subject awareness training of advertising design specialty course, and discusses the teaching reform which suits the needs of the specialty with the practical teaching experience.