A Research Of Books Ads Of The Shun Pao In Early Times Of 20^th Century,1901 To 1911

At the start of 20th century,THE SHUN PAO had developed in an era which is a transition in not good circumstances from the history of it.Books are the transportation of advanced culture in this period.From 1901 to 1911,many political events had happened in modern China,and the transformation made an obvious behavior in books.As the newspaper which had the more profound influence on society,THE SHUN PAO regarded the advertisement as the most cardinal origin of interests.It made many publishing and releasing companies choose it as one of the most important advertisement platforms of books which would be published.This paper is based on the background of the end of Qing Dynasty,the society of Shanghai and the business condition of the Shanghai publishing and the SHUN PAO at the special time with choosing the books advertisement of THE SHUN PAO as the target of study.On the one hand,it uses the quantitative methods to generalize and summarize the feature of THE SHUN PAO books advertisement from the perspective of its data analyzation,category,page,advertiser,ad audience,types and contents,and studies how to attract customers to do purchasing and get the interests by the indications and appeals of advertisements with customer's behavior and advertisement.On the other hand,it is based on the contents of the advertisements and the social economical condition to study and analyze the social change and state the significance of this study after an appraisement of books advertisement in the SHUN PAO as a whole.