[Purpose/significance] This paper aims to explore a variety of related measures and a variety of positive force, to promote the nationwide reading developing into a new normal developing track. It identities and strengthens the demonstration effect of image ambassador for reading, advocates to select the image ambassador for reading in the nationwide reading activity. They act like the reading fire in all parts of the country, and play an important role in stimulating reading atmosphere and cultural construction. It also has a practical meaning for developing the universal reading activities and promoting the reading activities of the whole nation. [Method/process] Based on the meaning and its present situation of image ambassador for reading, this paper takes an import look at image ambassador for reading from the perspectives of unique demonstration force and important value, selection methods and resources, and propose the normal development mechanism from the aspects of standard management, innovation, brand building, performance evaluation and incentive promotion.[Result/conclusion] It is necessary and feasible to think that it is necessary to elect image ambassador for reading to develop the universal reading project. It is an important mean of national reading promotion which should go all out to pursue. It will benefit not only Ambassador himself but also its demonstration influence, and pass the positive energy for the national reading engineering conveying whose role should not be underestimated.