The invention discloses a novel advertising luminous character structure, which comprises an outer shell, an inner shell, a circuit board, light sources, an electric wire and a connecting tube, wherein the outer shell comprises an outer shell front side and an outer shell back side; a hollow three-dimensional structure is defined by the outer shell front side and the outer shell back side; the inner shell is arranged in the outer shell; the inner shell comprises an inner shell front side and an inner shell back side; a hollow three-dimensional structure is defined by the inner shell front side and the inner shell back side; a clamping groove is formed in the edge where the inner shell front side and the inner shell back side are connected; the circuit board is arranged in the clamping groove; the light sources are welded on two sides of the circuit board; convex parts are arranged on the outer shell back side; the convex parts are of tubular structures; two ends of the connecting tube are inserted into the convex parts; through holes are formed in the middle of the convex parts; a through hole is formed in the inner shell back side; and the electric wire of the light sources can run through the through holes. The novel advertising luminous character structure provided by the invention can emit light within 360 degrees, and the back side of the structure is also beautiful; and the inner shell shell can be molded in batch in accordance with a designed style, with appearance consistent with a design drawing and product shape meeting a standard.