在广告设计中,创意是至关重要的。有的广告在创意元素的运用上选择了超人,这个形象奇特、能力无穷、极富正义感的人物往往可以唤起人们心中的超人情结。当然有的广告获得了成功,但也有一些落入俗套。文章在列举并分析一些广告的创意和超人的特点基础上,浅析广告设计中的超人情结,并提出广告在运用超人元素时的一些方式。 In advertising design, creativity is paramount. Some advertisements choose Superman in the use of creative elements. This image is peculiar and has infinite power. Characters with great sense of justice often can arouse people’s superhuman feelings. Of course, some ads have been successful, but some fall into stereotypes. Based on the enumeration and analysis of the creative ideas of some advertisements and the characteristics of Superman, the article analyzes the superhuman complex in advertising design and proposes some ways in which advertisements can use superhuman elements.