随着经济技术的迅猛发展,各类媒体广告也层出不穷,其中占有绝大部分的报纸广告也发挥着其重要的作用。然而报纸广告的发展也不是一帆风顺的,因为广告报纸的传播效果并不是以人的意志为转移的,有的甚至会收到事倍功半的结果。报纸广告的传播过程是一个及其复杂的过程,参与的团体主要是广告主、广告的经营者和报社三大主体。广告主对于广告的花费是一种投资,既然是投资,就要求有一定的回报。广告主通过一定的媒体向外界宣传企业的形象或产品,由此获得较大的收益,因此,媒体在这一交易过程中起着关键性的作用。本文主要探讨一下报纸这一媒体对于广告传播的影响。 With the rapid development of economy and technology, various kinds of media advertisements are also emerging one after another, of which newspaper advertisements which occupy most of them also play an important role. However, the development of newspapers and advertisements is not plain sailing, because the spread of advertising newspapers is not based on the will of the people as the shift, and some even get twice the result. Newspaper advertising process is a complex and its process of participation of the main groups of advertisers, advertising operators and newspapers three main body. Advertisers spend on advertising is an investment, since the investment, it requires a certain return. Advertisers through a certain media to the outside world to promote corporate image or products, which get greater benefits, therefore, the media in the transaction process plays a key role. This paper mainly discusses the impact of the newspaper, the media on advertising.