| The research used content analysis to analyze the Chinese print advertising. It chose the print advertising that won the Longyin Awards as the object. The research investigated the variables about the years, pictures, colours, corpus, the rhetoric of pictures, the surrealism of pictures, Chinese characters, the Sinicism of pictures, the rhetoric of text, the types of slogan, the types of text, the types of proviso, spokesman, the usage of media ect. The purpose of this study is to discuss the trend of Chinese print advertising and the change of Chinese creative elements during the past ten years. Furthermore, the research hopes to provide theory guidance for further research and experience for the practitioner in china.The results are as follows:①They use more pictures, more colours and more photography on Chinese print advertising;②The length of text has been cut down during the past ten years;③The ads focus on showing new things and different things;④There are two trends of outdoor and DM ads application, the one is to find the 3D usage of print ads , the other is to find the relevance between products and media;⑤The most popular rhetoric usages are aggrandize, allegory and personification;⑥The rationalistic finesse is more used than sentimental in print ads text;⑦The creation of characters'meaning was asked for more;⑧They practiced USP theory and ROI theory smoothly;⑨Great ideas does not lie on celebrity spokesman.The study also discussed the reasons of these results and put forward some suggestions.
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