《大公报》中的另类社会广告与近代中国社会

Special Social Advertisement in Takung Pao and Modern China

《大公报》作为清末创刊的重要大众传媒,其广告以丰富的内容为人们展现了社会多方面的信息,而其中反映民意民情的社会广告,就占有一定的比例,它们是特定历史条件下的产物,是社会文明进步的新气象,也是近代中国平民社会觉醒的真实写照。通过对这些广告的分析和研究,能使我们更全面、立体地了解当时的社会转型和近代广告在中国发展的轨迹,并对今天转型社会的发展提供可资借鉴的经验。

In the late Qing Dynasty, Takung Pao as the important mass media, presents us various social lives of the time which takes a certain percentage in the ads that reflect people＇s willingness and feelings. A study of it can contribute to a general acquaintance of the life transformations as well as the trace of the ads＇ development, which can be beneficial to the research of the social transformation of the modern society.