西方印刷广告起源于工业革命的社会背景下,服务商业、伴随着社会艺术形态的发展而发展起来的。文章以西方印刷广告的起源和成因为切入点,以印刷广告的发展走向脉络为梳理内容,进而研究西方印刷广告的艺术面貌和风格特征。这一研究,有助于探索早期西方广告的视觉特征和艺术样式,为以后的广告设计研究奠定了基础。 Western print ads originated in the industrial context of social revolution, service business, with the development of social art form and developed. The article takes the origins and causes of western print ads as the starting point, reviews the context of the development of print ads, and then studies the artistic features and style of western print ads. This research helps to explore the visual features and artistic styles of early western advertising, laying the foundation for future advertising design research.