所谓新媒体是相对于传统媒体而言的,是一个不断变化和被充实的概念。文章从广告创新面临新媒体时代的挑战出发,阐述了在新媒体时代广告设计创新能力培养的要点,提出要在大学阶段将课程学习与实践联系起来,创造一切可能的实践机会,培养新媒体时代具有广告创新能力的专业人才。 The so-called new media is relative to the traditional media, is a constantly changing and enriched concept. The article starts from the challenge of new media age in advertisement innovation, elaborates the key points of creative ability of advertisement design in the new media era, puts forward that it is necessary to link the curriculum learning with practice in college, create all possible practical opportunities and cultivate the new media age With creative advertising professionals.