The Research Of Modern Design Of Newspaper ADS

Newspaper is the oldest paper-based media in the development of mass media. Newspaper advertising results from the dissemination of information. Therefore the nature of newspaper ads can be concluded as a special kind of newspaper information.Nowadays, with the continuing progress of the market economy and the advancement of science and technology, the competition in media has become more fierce. Traditional newspaper ads are increasingly lagging behind in terms of its goals, forms, publishing channels, as well as its planning and operational measures, which results in its incompetence in meeting the needs of the modern newspaper ads. Modem newspaper has an urgent need for the open and continuous exploration in ads, which also demands the inheritance of the advantage of traditional newspaper ads, the understanding of newspaper advertising design and its planning, and the integration of multi-media resources.The paper adopts comparative research methods and tries to use both qualitative and quantitative perspective to reveal the essence of newspaper ads. Focusing on newspaper ads in Xi'an Evening News and Huashang newspaper, the paper endeavors to make a systematic analysis of the types of newspaper ads, its planning and design, as well as the publishing and design features of the modern newspaper ads and the direction of visual communication and advertising design. Through analyzing the external environment of newspaper advertisements, the paper reveals the changes and solutions of the traditional newspaper ads. Finally, doing some specific advertising planning design and publishing work combined with representative sample which under the background of all directional and diversity newspaper advertising production chain, further show out integrated advantages of the newspaper as the main media overall advertising campaignThe design of modern newspaper ads has developed from graphic design to the business-based ads design which integrates multi-visual elements. In order to achieve the effect of modern newspaper ads design which has its own characteristics, meets the market needs, and disseminates ads information perfectly, we have to sum up and inherit from the traditional newspaper advertising design skills and its creative thinking. Moreover, we should understand the current new market environment, make full use of the scientific and technological means, and grasp the features of newspapers so that we can find more methods and means of newspaper ads and its expression.