报纸是历史最为悠久的大众传播媒体 ,它与电视、广播、杂志合称为广告的四大媒介。文章针对报纸广告的特点 ,论述了报纸广告的文字编排设计必须符合其特定的设计原则 ,综合运用不同的文字编排形式、文字表现方法以准确、完整地传达信息 ,并带给人以美的享受 The newspaper is the oldest media in the mass media. It is the four major media of advertising with television, radio and magazines. According to the characteristics of newspaper advertisements, this paper discusses that the design of newspaper advertisements must conform to their specific design principles, using different forms of text layout and text representation to convey information accurately and completely and bring beauty to people