高等教育自学考试是应考者获得高等教育学历的国家考试，命题是确保考试质量的核心工作。为做好《广告学（一）》课程全国统一命题工作，特制定本命题大纲。一、命题宗旨及目标本课程的命题宗旨要体现专业和课程特点，既考核应考者系统掌握广告学基本概念、基本原理和基本技能 Self-study examination of higher education is a national examination of candidates who have obtained the education of higher education. The proposition is the core work to ensure the quality of the examination. In order to do a good job in the national unified proposition of “Advertising (a)” course, this Proposition outline is formulated. A Proposition Aims and Objectives The proposition of this course aims to reflect the specialty and the characteristics of the course. The examiners should not only master the basic concepts, basic principles and basic skills of advertising