在传播学观念中,把广告定义为说服消费者进行消费行为的过程、方法和手段。广告的说服力与其设计理念和表现形式的强弱和新颖密不可分。多年来,报纸在媒体信息传播过程中的地位曾经是不可撼动的,在人类文明进步过程中发挥着极其重要的作用。但近年来由于各种新媒体形式的出现,对报纸这一传统媒体表现形式造成了严重的冲击,尤其是在报纸广告设计方面。本文就报纸广告设计的形式和表现手法等做了简要介绍,并对如何提高报纸广告设计水平提出了浅薄之见,希望对增强报纸广告的吸引力有一定帮助。 In the concept of communication, advertising is defined as the process, method and means of persuading consumers to engage in consumer behavior. The persuasiveness of advertising is inextricably linked to the strength and novelty of its design philosophy and expression. Over the years, the status of newspapers in the media information dissemination process was unshakable and played an extremely important role in the progress of human civilization. However, due to the emergence of various forms of new media in recent years, it has had a severe impact on the form of traditional media such as newspapers, especially in newspaper advertising design. This paper gives a brief introduction of the forms and expressions of newspaper advertisement design, and puts forward some superficial opinions on how to improve newspaper advertisement design level. I hope it will be helpful to enhance the attractiveness of newspaper advertisement.