高等广告教育经过三十多年的发展,曾屡受抱怨的师资力量薄弱、教材落后、设备不足、基础课不扎实等显性问题近年正逐步改观,而理论与实践、素质与技能、院校教育与职业教育失衡,教育相关方急功近利等隐性问题仍存在。笔者认为,高等广告教育相关主体价值取向的偏差是导致这些深层次问题的重要原因之一,在高等广告教育由扩量向增质转型的 After more than thirty years of development, the higher education has been gradually complacent with weak faculty, backward teaching materials, inadequate equipment, and lack of solid foundation courses. Gradually, the dominant problems such as theory and practice, quality and skills, and institution education And the imbalance of vocational education, education-related parties instant success and other hidden issues still exist. The author believes that the deviation of the value orientation of subjects related to higher advertising education is one of the important reasons leading to these deep-seated problems. In the transition from higher education to higher education