摘要：当今社会正处于信息爆炸的时代，而我们正以前所未有的速度接受着多如牛毛的信息，那么作为视觉传达重要手段的广告摄影和版式设计，就成为了当下视觉传达设计过程中重点研究的方面。版式设计原理作为现代设计艺术的组成部分、视觉传达的重要手段，无论对于广告摄影，还是作为摄影学本身，或是其他视觉艺术，都具有语言学上的意义，具有普遍性。它不仅提供摄影艺术的表现形式、审美价值，更重要的是构建意义，它是视觉观念的有效传达。只有熟悉掌握版式设计原理，通过建立构图的语言学意义，使广告摄影具有视觉交流的作用，从而达到最佳的传播效果。

关键词：版式设计原理； 广告摄影； 应用； 视觉传达

Abstract: In today's society is in the era of information explosion, and we are at an unprecedented rate of acceptance of a plethora of information, then as an important means of visual communication of advertising photography and layout design, which have become a contemporary graphic visual communication design process that focus on aspects of . Layout design principles as an integral part of modern design art, visual communication of an important instrument, both for advertising photography, or as photography itself, or other visual arts, have linguistic meaning, are universal. Those not only provides the performance of the form of photographic art, aesthetic value, are more important to possess constructing meaning.

　　　Those are the concept of an effective visual communication. Only familiarity with layout design principles, through the establishment of linguistic composition of the significance of the advertising photography with the role of visual communication achieve the best possible dissemination of results. 

Key words：The format designs principle；Advertising Photography；application； Visual Communication