Journal of Higher Education Research

The comprehensive popularization of artificial intelligence technology reshapes the creative production logic, communication form and operation mode of the advertising industry, and also puts forward new quality requirements for the cultivation of advertising professionals in colleges and universities. Traditional advertising creative teaching has problems such as lack of literacy cultivation, separation of technology and creativity, and solidification of teaching mode, which is difficult to adapt to the talent needs of the advertising industry in the intelligent era. This paper takes the cultivation of core literacy as the core orientation, analyzes the existing pain points of the current advertising creative teaching, and constructs the artificial intelligence advertising creative integration teaching mode suitable for the intelligent era from the three dimensions of teaching concept, teaching content and teaching implementation. It aims to break the traditional teaching barriers, realize the multi-education effect of technology empowerment, creative quality improvement and literacy landing, and provide theoretical reference and practical ideas for the intelligent teaching reform of advertising major in colleges and universities.