The invention provides a rubbing orientation device which comprises a substrate bearing table, a transfer mechanism and a rubbing roller, wherein the substrate bearing table is used for bearing a to-be-orientated substrate; the transfer mechanism is used for transferring the substrate bearing table and connected with the substrate bearing table; and the rubbing roller can rotate along the self-axis and is used for carrying out rolling rubbing on the to-be-orientated substrate when the to-be-orientated substrate passes through the rubbing roller, the axis direction of the rubbing roller is parallel to at least one side edge of the to-be-orientated substrate on the substrate bearing table, and a first slant angle alpha is formed between the tangential velocity direction of the bottom, for being in contact with the to-be-orientated substrate, of the rubbing roller and the travelling direction of the substrate bearing table. In the rubbing orientation device provided by the invention, the axis of the rubber roller is parallel to at least one side edge of the substrate, so that the direction of a groove formed in a substrate orientation film after being rubbed by the rubbing roller meets the orientation demands of the substrate; and the rubbing roller and the substrate are both obliquely arranged relative to the traveling direction of the substrate, so that villi on the rubbing roller are inclined, thereby reducing the occurrence of rubbing shortage.