Online-shopping has not only changed the traditional business transactions and broken through theconstraints of time and space in different places, but greatly improved the trading efficiency of the businessactivities and consumer's convenience, and is becoming the choice of more and more consumers. This article,combined with the latest commercial trend information and specific cases, is to analyze the consumer's attitudetowards the advertising of online-shopping websites and to study the communication issues of theseadvertisements. And moreover, this article discusses the problems of how to occupy the vantage point among thecustomers with good communication effects under the conditions of endless emergence of online-shoppingwebsites.