Abstract: Based on the characteristics of sci-tech periodicals’ advertisements, this paper analyzed the key points of advertisement design, including paying more attention on rational appeal rather than perceptual appeal, preferring stable style rather than fancy, showing characteristic with unified style, avoiding neglecting text layout, font selection, the blank page and communication with advertisers etc. With the development of new media, advertisements of sci-tech periodicals could be pushed by Weibo, public accounts of Wechat or APP Clients. So the art editor of sci-tech periodicals must constantly improve their aesthetic accomplishment and professional skills, in order to design the advertisements with business value and aesthetics, and maximize the effectiveness of advertising.

Key words: Sci-tech periodical