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Cultural differences and advertising by the people are too divergent factors such as novelty led to some creative problems . How to remove the dross, absorb the essence ? Achieve interactive creative applications in the domestic print ads everywhere and healthy development ? This is the current advertising industry is facing another challenge. In addition, according to the survey , in China's advertising industry, advertising creative part of the income accounted for only 5% of total profit , " praised " is currently facing a lot of creative advertising dilemma facing creative bottleneck .

At this stage, advertising from the "eyeball economy" to " experience economy " transformation , the effect of advertising is no longer confined to the main draw , but from passive consumers to active dissemination of concern , participation, interaction, and then spread to the active development ; addition, consumers prefer the modern era witnessed , to experience the products and services to their value. Whether concerned about , or experience , creativity is "luring deep" effective weapon . In the context of new media print ads , print advertising creativity is not limited to the traditional sense of creative expression plane , but extended to technically innovative , interactive forms of creative experience on creativity. The new print ad creative is both an effective complement to the creative economy , but also to experience further economic expansion , or extension of the theory of advertising creativity .

"Advertisement " is derived from the Latin Advertise, a "Note ", " induction " means, after the idea was to attract attention and induce a particular direction by the use of a tool. Times are different and because of differences in perspective , the definition of advertising has always been a matter of opinion , varied. Development today, a widely accepted definition is: advertising is identifiable by the investor through a variety of media for the relevant goods ( products, services, and ideas ) , usually paid, organized , integrated and full rejuvenation non-staff information dissemination activities .

Currently, the classification method of advertising because of the different angles and different interpretations . The ad forms exist in space to be divided , then advertising can be broadly divided into print ads, outdoor advertising, radio advertising, and new media advertising four media types .

As a form of advertising - print ads, as human development of commodity economy and people's lives changing perceptions of the performance of its content and form are constantly changing . Which in today's because digital media convergence triggered , media boundaries blurred background, print advertising is no longer the traditional sense of the definition of two-dimensional space on a limited form of visual advertising , this time it is a two-dimensional space extended basis , and with a number of other advertising space morphology crossover complex situations combined with each other , and finally with the common interpretation of a new form of print ads . By spatial form from print ads on the level of the law to grasp , "print " is defined as : print ads through graphics, text , logos, colors , and other basic visual elements for the design and relies on two-dimensional spatial form of advertising media i