广告艺术设计专业是一门与市场联系紧密而又要求动手能力很强的专业,由于市场经济的发展很多设计公司招聘人才更多的是考察应聘人员的工作经验和工作能力等因素。这就要求我们在教学中要根据市场的需要设定人才培养方案,以培养学生的实践能力、创新能力为目标构建学内容和课程体系。在课程的教学中将理论与实践融合作为组织教学的最基本原则,把理论课教育融入到实践中,在实践的过程中检验理论,在理论的指导下进行实践;将获取知识及应用知识解决实际问题的能力的培养作为专业教学的重点;将学校与企业的资源共享、优势互补的运行机制作为教育目标实现的有效途径。 Advertising art and design profession is closely related with the market and requires a strong ability to start a professional, due to the development of market economy, many design companies to recruit more talent is to examine the candidate’s work experience and ability to work and other factors. This requires us in teaching should be based on the needs of the market set personnel training programs to cultivate students’ practical ability, ability to create innovative goals for the construction of content and curriculum system. In the teaching of the course, the theory and practice are combined as the most basic principle of organizing teaching, the theory education is integrated into practice, the theory is tested in the process of practice, and the theory is used to guide the practice. The knowledge and application knowledge are obtained Practical problems as the focus of professional education; the school and the enterprise resource sharing, complementary advantages of the operating mechanism as an effective way to achieve education goals.