民国是广告史上的重要转折期,无论内容和形式,都由传统向现代化过渡。近代民国是一个特别的时代,虽然动荡,但没影响人们对美好生活的追求。那时的广告形式别具特色,文案并不是毫无意义的辞藻堆积,而是诚恳直白,没有夸大产品之嫌疑。避免强烈的促销意味,既说清楚产品的利益点,又不失时机地鼓励受众试用,采用感 The Republic of China is an important turning point in the history of advertising. No matter the content or the form, the transition from tradition to modernization takes place. Modern Republic of China is a special era, though turmoil, but did not affect people’s pursuit of a better life. At that time, the form of advertising was unique. Copywriting was not meaningless rhetoric, but honest and straightforward, without exaggerating the suspicion of the product. Avoid strong promotional means, both clearly the product of interest points, but also seize the opportunity to encourage the audience to try, using a sense