从教育广告看近代教育——以《上海新报》、《申报》为例

On Modern Eduction from the Perspective of Education Advertisements——case study of Shanghai Daily News and Declaration

教育广告作为近代教育的一面镜子,以其丰富的信息内容折射出近代教育发展变迁的轨迹。本文以《上海新报》和《申报》上的教育广告为研究对象,通过抽样统计的方法,抽取了1862年7月5日至1915年12月27日的259条教育广告,对近代教育广告的阶段性特点和类型进行了内容分析,并以教会大学和女子大学等个案为例,从报纸广告这样一个全新的视角考察和探索了中国近代教育事业的发展特点。

As the mirror of modem education, education advertisements reilect the development of modem education with their rich information. Taking the education advertisements from Shanghai Daily News and Declaration as example and by sampling statistics, the article extracts 259 education advertise-ments from July 5, 1862 to December 27, 1915, analyzes the phase characteristics and types of modem ed-ucation advertisements. Meanwhile, taking church university and women university as example, the article explores the characteristics of the development of Chinese education in modem times from a new perspec-five-advertisements in newspaper.