科普期刊面临的困境是多方面的,科普期刊的广告营销是期刊脱离困境的有效办法之一,广告运行的好坏是期刊生存能力的体现,是走市场化道路的必要条件。 The predicament faced by popular science journals is multifaceted. The advertising and marketing of science journals is one of the effective ways for journals to get out of their predicament. The quality of advertisements is the manifestation of the viability of journals and is the necessary condition for marketization.