在报纸竞争日益激烈的今天,怎样围绕媒体特点,寻求更有效的报纸广告创意?成为广告创意人关注的焦点。笔者在日本电通广告研修期间,对日本报纸“变型广告”进行了专题研究,试图找到增强报纸广告创意魅力、提高受众注目率和精读率的新方法。本文分类介绍了日本报纸“变型广告”的特点、作用效果以及创作方法;归纳了创作变型广告需要注意的问题,还特别指出变型广告策划环节的重要性。 In an increasingly competitive newspaper today, how to focus on the characteristics of the media, to seek more effective advertising newspaper creative? Advertising creative people become the focus of attention. During the period of training of Dentsu, the author conducted a special study on the Japanese newspaper “Variant Advertising” and tried to find a new way to enhance the attractiveness of newspaper advertisements, increase the attentiveness of audiences and the rate of perusal. This paper introduces the features, effects and creative methods of the Japanese newspaper “Variant Advertising”. It also summarizes the issues that need to be paid attention to in creating Variation Advertising, and also points out the importance of Variation Advertising Planning.