广告是商品的翅膀。没有广告活动,难以出现商品经济繁荣。加世纪是资本主义商品经济迅猛发展的100年,琳琅满目的现代广告活动,成为20世纪百年发展的一个重要时代特征。现代广告活动的主要基地在媒体。要问众多媒体中是谁起到了哺育现代广告的重要作用?不是报纸(报纸虽在广泛传播广告信息方面起了积极作用,但由于报纸的高时效性与价位限制,它一般不可能追求广告的完善、精美与极致),不是图书(图书与广告经营基本无缘),电不是电视(电视是20世纪后半期活跃的迟到媒体)。是期刊,对现代广告起到了重要的催生与摇篮作用。期刊媒体,发展历史虽有二三百年,但只有进入20世纪,它才呈现出自己的辉煌。这是因为它极为能动地调度了19世纪、20世纪之交,特别是进入20世纪以来的现代印刷技术、造纸技术、摄影技术以及数码技术等方面的技术进步成果, Advertising is the product’s wings. Without advertising activities, it is hard for commodity economy to flourish. In the 100 years after the rapid development of the capitalist commodity economy, the modern era of advertising campaigns has become an important feature of the century-long development in the 20th century. The main base for modern advertising campaigns is in the media. To ask who in many media played an important role in nurturing modern advertising? Not a newspaper (although the newspaper has played a positive role in spreading advertising messages widely, it is generally impossible to pursue advertising due to its high timeliness and price limits Perfection, exquisiteness and extremeness), not books (basic lack of books and advertising), electricity is not television (television is an active late arrival media in the second half of the twentieth century). Is a journal that has played an important role in giving birth and cradle to modern advertising. Although there are two or three hundred years of development history of journals and periodicals, it has only shown its own glory since it entered the 20th century. This is because it is extremely dynamic in scheduling the technological progress made in the 19th century and the 20th century, especially the modern printing technology, papermaking technology, photographic technology and digital technology since the 20th century.