关键词: 新文科, 广告人才, 应用能力, 培养路径, 项目驱动, 创新

Abstract: In the context of globalization and informatization, the advertising industry is undergoing changes. The continuous emergence of new technologies, the diversification of consumer behavior, and the intensification of market competition all require advertising talents to have innovative application abilities. The proposal of the new concept of liberal arts education emphasizes interdisciplinary integration, cultivation of innovative abilities, and expansion of international perspectives, providing a new direction for the development of advertising education. Based on this, the article focuses on the cultivation path of advertising talent's application ability under the background of new liberal arts, aiming to provide reference for relevant staff.

Key words: New liberal arts, Advertising talent, Application ability, Cultivation path, Project driven, Innovate