《大公报》广告视野中的近代商务印书馆

The Commercial Press in the Advertisement Perspective of Da Kung Pao

作为近代的重要文化企业,商务印书馆出版发行的各种书籍对近代社会变迁有积极推动作用。而在成就商务印书馆突出地位的众多原因中,广告不可或缺。在《大公报》上,商务印书馆运用系列广告、形象广告、赠品广告等多种形式,不断向社会推介各类书籍,为推进近代文化事业作出了突出贡献。透过《大公报》广告的内容,可以对商务印书馆的经营风格有更全面的认识,对近代报纸广告的社会意义作深层理解。

As an important cultural enterprise,the various publications that the Commercial Press has published have given an active push to the social changes in recent times.In its success,advertisement is very necessary.In Da Kung Pao,the Commercial Press uses all kinds of ways such as serial advertisement,image advertisement and free advertisement to sell its books and has made contributions to the cultural cause.By advertisements in Da Kung Pao,we can understand the business style of the Commercial Press more and the social significance of the newspaper advertisement in a deeper level.