案例教学是广告学教育中的常用方法,意义重大亦问题多多。本文提出,要确保实现良好效果,在案例教学中须处理好八个方面的关系:经典与时新、成功与失败、国外与国内、宏观与具体、静态剖析与动态追踪、教师推荐与学生搜集、单一解读与比较分析、专业教学与日常融入。 Case teaching is a common method in advertising education, which is of great significance and a lot of problems. This paper proposes that in order to ensure good effect, eight cases are needed in case teaching: classic and new, success and failure, foreign and domestic, macro and specific, static analysis and dynamic tracking, teacher recommendation and student collection , A single interpretation and comparative analysis, professional teaching and daily integration.