清末是近代中国新旧交替的转型时期,政治、经济、思想、文化诸领域发生了很大的变化。报纸广告蕴藏着丰富的社会信息,是观察当时社会变化的一个窗口。从《大公报》的广告来看,清末人们的社会生活在衣、食、住、行等各方面都出现了移风易俗的新气象。新的事物在不断涌现,旧的事物还没有完全退出历史舞台,从各方面留下了新旧交替的烙印。 The late Qing Dynasty was a period of transition between the old and the new in modern China. Great changes took place in politics, economy, thought and culture. Newspaper ads contain a wealth of social information, is to observe the social changes of a window. Judging from the advertisements in Ta Kung Pao, the social life of the people in the late Qing dynasty showed a new atmosphere of changing customs in the fields of clothing, food, shelter and transportation. New things continue to emerge, the old things have not completely withdrawn from the stage of history, leaving the old and new in all aspects of the brand.