| By means of the research methods of literature, mathematical statistics, comparative analysis, interviews to experts, "Declare" and 16 kinds of sports periodical (special issue) as research documents, during 1927-1937 as time interval, sports advertising texts as the study object, this article collects and collates the relating information of modern sports advertising and briefly outlines the early development of modern sports advertising. By combined with relevant theories of modern advertising, it focused on the type of sports advertising during 1927-1937, sums up the features of modern sports advertising different types from the aspects of advertising content, advertising, advertising design and so on. Thereby it summarizes the characteristics of China's modern sports advertisements and analyzes the reasons for the development of modern sports advertisements.This study concluded that:the development of modern sports advertising has gone through a tortuous process, it is presented that the production level progressed from low to high and the types from single to complex. Modern sports advertising already has key elements of contemporary sports one, it showed that the marketing methods specialization, type application combination, documents writing stylization, demands expressing diversification and carrier selection target. The development of modern sports advertising has no separate with the development of society, economy, politics and education, and its unique form of expression has embodied the timely aesthetic sense, drawing the outline of people's lives, leisure and entertainment to reflect the history impression. The development of modern sports advertising has illustrated the social impact of sport has reached a certain level. The media taking sports as a means of communication has reached a certain scale, that means, the combination of sport and media is not only regarded as an important means of media operations, but also an crucial way to promote sports. The research on the development of modern sports advertising reflected its development in particular, better for fully understanding, evaluation on modern Chinese sports advertising, also opened up a new field of study sports history. Compared with previous research, this article made slight progress as following:1, the research on modern Chinese sports advertising has summed up the characteristics of its development in phases to make up the special and systemically gaps which Modern Chinese sports advertising was deficient in; 2, it has initial described and evaluated on the main types, performance techniques and level of development; 3, it has gained in the accumulation of modern Chinese sports advertising material to make foundation for its further development.
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