This paper discusses some problems in advertising education and advertising practical teaching in colleges and universities of China.Based on the two basic premises,this paper points out that the aim of advertising education is not to cultivate students' practical skills,but to cultivate students'thinking methods and thinking competence based on the specialized qualities and basic qualities;then this paper illustrates the above ideas from the conception,teaching practice and the environment of advertising education.Finally,this paper points out that as a section of the advertising industry chain,the mass communication organizations should play a key role in educating advertising talents.