随着网络、微博、微信等新兴广告媒体的兴起,报纸广告已经再没有昔日的辉煌,而在报纸上进行广告刊登依然是现实社会中重要的媒体传播方式。报纸广告具有发行频率高、发行量大、信息传递快等优点,报纸广告可以及时广泛发布,并以文字和图画为主要视觉刺激,并且不受到时间的限制,对报纸广告的媒体特点与视觉表现设计研究就有重要意义。 With the advent of emerging advertising media such as the Internet, Weibo and WeChat, newspaper advertisements no longer have the glory of the past. Advertising in the newspapers is still an important mode of media dissemination in the real world. Newspaper ads with the issue of high frequency, circulation, fast delivery of information, newspaper ads can be timely and widely published, and text and pictures as the main visual stimuli, and not subject to time constraints on newspaper advertising media features and visual performance Design research is of great importance.