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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,其导致人们许多观念发生变化,而《大公报》在二十世纪二三十年代之广告清晰地反映了这一时期天津人社会生活之演变。在这一变化过程中,广告扮演了一个非常重要的角色,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亦破坏了人们传统的价值观念,助长了社会不良风气,对整个社会产生了消极影响。
Advertisement in newspapers and periodicals is a new type of cultural media in modern China, which led to many changes in people’s attitudes. The advertisement of Ta Kung Pao in the 1920s and 1930s clearly reflected the evolution of Tianjin’s social life during this period. In this process of change, advertising plays a very important role. On the one hand, it plays an active role in spreading western material civilization and cultural knowledge, cultivating people’s good values and social customs, and inspiring people’s patriotism and national identity. On the other hand, the notion of pursuing hedonism propagated in the advertisements also destroyed people’s traditional values, contributed to the social unhealthy atmosphere and had a negative impact on the entire society.