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报刊广告是近代中国出现的一种新型文化传播媒介,它的出现导致了人们许多观念发生变化,而《大公报》在20世纪二三十年代的广告就清晰地反映了这一时期津人社会生活之演变。在这一变化过程中,该报广告扮演了非常重要的角色。一方面在传播西方物质文明与文化知识、培养人们良好价值观念与社会风尚、激发人们爱国主义和民族认同感等方面发挥了积极作用;另一方面广告中所宣扬的追求享乐主义等思想也破坏了人们传统的价值观念,助长了社会不良风气,对整个社会发展产生了消极影响。
Newspapers and periodicals advertisements are a new type of cultural media in modern China. Their appearance led to many changes in people’s attitudes. The advertisement of Ta Kung Pao in the 1920s and 1930s clearly reflected the social life of Jin people The evolution. In the process of change, the newspaper advertising plays a very important role. On the one hand, it has played an active role in spreading western material civilization and cultural knowledge, in cultivating people’s good values and social customs, and in inspiring people’s patriotism and national identity. On the other hand, the idea of pursuing hedonism advocated in advertisements has also been destroyed The traditional values of people contribute to the social unhealthy atmosphere and have a negative impact on the entire social development.