《礼拜六》(前百期)编辑理念的二次循环——以《申报》广告为中心

The Cycle of Saturday's(1-100 issue) Idea to Run the Journal:Taking Advertisements on Shun Pao as the Center

《礼拜六》(前百期)在《申报》上投放大量广告以期扩大销路,并凭借雄厚的资本与精美的设计在民初激烈的广告战中脱颖而出。《礼拜六》(前百期)的广告语显示出其办刊理念经历了由迎合读者到引导读者再到迎合读者的二次循环过程,导致这一循环的原因在于杂志起伏不定的经营状况以及"二十一条"签订等时局因素的刺激。《礼拜六》(前百期)编辑理念的变迁也体现出民初杂志经营者期待承续传统文人所肩负的社会责任,却又迫于商业利润而迎合市民大众审美趣味的两难选择。

Saturday(1-100 issue)put a large number of advertisements on Shun Pao in order to expand the market and finally,with its abundant capital and fine design,stood out in competitive advertising campaign in the early years of the Republic of China.Saturday s advertisements show that its idea to run the journal has undergone the cycle from catering to readers to leading readers and back to catering to readers.The cause of this cycle is the fluctuating managing conditions of the magazine and the social situation such as the signing of Twenty-one Treaty.The change of the idea to run the journal reflects the magazine s dilemma between business profit and social responsibility in the early years of the Republic of China.