作为培养广告词创作的核心课程,广告文案写作非常重要,但是由于种种原因,当前该课程教学效果欠佳。本文试图通过实验教学的模式来探讨广告文案写作课程改革的可行性。在进入实验之前,创立情景实验室,划分实验小组。在此基础上,设计了广告策划书制作等5个实验项目,最后对实验项目进行评估,将作业、实验和实习三者结合起来,综合考量。只有在实验教学模式下进行广告文案写作教学,才能培养出真正的广告精英。 As a core course in the training of ad creation, ad copy writing is very important, but due to various reasons, the current teaching is not effective. This article attempts to explore the feasibility of reforming advertising copywriting curriculum through the mode of experimental teaching. Prior to entering the experiment, the establishment of the scene laboratory, divided into experimental groups. On this basis, we designed five experimental projects such as advertisement planning book production. Finally, we evaluated the experimental projects and combined the operations, experiments and internships, considering them comprehensively. Only in the experimental teaching mode of advertising copy writing teaching, in order to cultivate a real advertising elite.