| The network will be take as the core information time in the 21 st century. Withthe network development, the network advertisement has became the fourth mediaexcept the three traditional media, but more and more people have taken a dislike ofthe AD because of its bad design. The rich media advertisement may appear toimprove this kind of situation. The rich media advertisement have taken more favoras the advertisement host because its formidable technical andthe diverse form.While it has superiority aspect, the rich media advertisement also walks as if into anerroneous zone. It too emphasized and depended upon its technical advantage, buthas neglected the advertisement design basic aspect, Designers and theadvertisement host lack the enough understanding to the rich media advertisementdesigning and character, so the advantage of the rich media advertisement can not tobe displayed completely.This article analyzed and investigated the foundation and manifests eachaspect of rich media advertisement design through utilizing the exploring researchmethod to study the massive examples in the network advertisement. From severalimportant aspects of the rich media advertisement such as design developmenthistory, the present situation research, the design esthetics essential factor, theinteraction, the design optimum composition and so on, this article discuss the basicessential factor of the rich media advertisement design, the question and the designmethod. Among them, the interaction is the most prominent character in rich mediaadvertisement, also is its biggest superiority, it should be pay attention to the displayin the design. This article has also made the exhaustive discussion in artistic designelement and the sense of hearing element and so on.Through the comprehensive analysis and research of the rich mediaadvertisement design, hope to give some help to the rich media designer and furtherenhances the effect of the rich media advertisement.
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