本文探讨了广告专业研究性学习的考核评价方法,通过学习内容的丰富性、研究方法的多样性、研究开展的自主性,促进和调动学生的学习积极性;通过教学和考核,使学生学会收集、归纳、整理资料、分析、策划、设计、制作、实施,学会处理广告项目问题,充分发掘学生的创造潜能,培养广告从业人员的综合素质和能力。 This article explores the assessment and evaluation methods of research-oriented advertising in advertising major. Through the richness of learning content, the diversity of research methods, the autonomy of research and development, the promotion and mobilization of students’ enthusiasm for learning; through teaching and assessment, students learn to collect, To summarize, organize, analyze, plan, design, produce, implement and learn to deal with advertising issues, fully explore the creative potential of students, and cultivate the overall quality and ability of advertising practitioners.