The invention discloses a self-adaptive intelligent banner advertisement picture generation method. The method is characterized in the experience knowledge of a designer is external, data informationof design principles such as a picture color matching principle, an image-text matching rule, a visual combination structure and the like are extracted; the functions of automatic material matching and picture synthesis of the banner advertisement picture are realized; when the banner advertisement picture is generated, only a to-be-synthesized product picture needs to be input, copywriting information such as main and subtitles is automatically extracted according to the product picture, the best matched background and modification elements are selected from the material library according topicture color matching, finally, the final synthesis format is determined according to the selected elements, and generation of the banner advertisement picture is completed. According to the method,the low-efficiency repeated labor of a designer is effectively reduced, and the cost of synthesizing the banner advertisement is reduced; when the size, the elements and the like of the banner advertisement are changed, the required banner advertisement picture can be dynamically generated in real time, and possibility is provided for individuation.