The Mass Media In The Early Process Of Modernization ——"Declaration" Theater Advertising Research(1927- 1937)

"Declaration" as one of the most influential Chinese modern newspaper, has the precious historical materials, a large number of pictures. As a theater advertising one of a relatively independent research field and the relationship with the modern theatre in Shanghai cultural and entertainment activities closely, at present academia is lack of research. In this paper, by using 1927-1937 "Declaration" and other newspapers, magazines, theater advertising and other rich historical materials, the use of research methods of history and advertising communication theory and knowledge of related disciplines, this period "Declaration" theater advertising background, content and impact with a detailed analysis of such problems as the research, tries to reveal the law of development the Shanghai theatre culture in this period and the characteristics of the market."Declaration" as one of the modern mass media tools, for the development of modern Shanghai political, economic, culture and plays an important role in the. From the current academic research point of view, "Declaration" theater advertising is a "mirror", can reflect the state of development of modern Shanghai theater entertainment market and characteristics, to a certain extent, at the same time, have a positive role in promoting the development of the cultural market in Shanghai theatre. Therefore, through the study of the "Declaration" theater advertising, helps to promote the present academic circle of social history in Shanghai research.