网络广告所承载的信息相对较少,不能承担直接销售产品的职责,它的一个核心思想在于引起用户关注和点击,在创意设计时与传统的广告有所区别。本文针对网络广告的这一本质特征从利益诱惑、性感诉求、视听效果及互动特征四个方面来分析网络广告在创意设计时怎样才能更好的被浏览者关注和点击。 Internet advertising carries relatively little information and cannot bear the responsibility of selling products directly. One of its core ideas is to attract users’ attention and clicks, which is different from traditional advertisements in creative design. This article analyzes how the online advertising can be better viewed and clicked on by the viewers in the creative design from the four aspects: interest temptation, sexy appeal, audiovisual effects and interactive features.