民国时期出版文化一斑——以《科学》杂志的广告为例

Publication Culture in the Republic of China Period——A Case Study of the Advertisements Published in the Journal of Science

《科学》是中国出版史上历时最长的综合性自然科学刊物。从1915年到1949年,杂志所刊登的广告,其形式、内容、排版、分类等方面都发生了变化。晚期刊登于《科学》的广告与其早期相比有明显的进步,更符合广告的概念和要求。虽历时达35年,《科学》刊登广告的价格并没有发生大的变化。《科学》刊登的广告,从一个侧面反映了民国时期文化教育的发展水平和传播方式,这对研究民国时期的出版文化的研究具有重要的参考价值。

Science is a comprehensive natural science journal which lasted the longest in the puoncanon history of China. From 1915 to 1949, changes took place in the form, content, typesetting and classifica- tion of the advertisements carried in the journal. Those published in the late years were more advanced than the previous ones, and were more conformed to the notion and requirements of advertisement. Though it lasted for 35 years, the price was almost unchanged. The ads published showed the level and transmission style of cultural and educational development in the Republic of China period, which is of important reference value for the study of publication culture at that time.