本研究以广告监管主体、客体为研究视角,对京沪两地报业广告监管进行比较研究。研究发现,虽然京沪两地在经济社会发展、人口构成等诸多方面趋同,但上海的报业广告经营情况明显优于北京。究其原由,监管主体的系统工作、独特的城市消费文化和良性的报业广告经营环境等是上海将报纸广告违法率维持在低位的重要助力。 In this study, the main body of advertising supervision, the object of study for the perspective of the regulation of newspaper ads in Beijing and Shanghai comparative study. The study found that while the two cities converge in many aspects such as economic and social development and population composition, the operation of newspaper advertisements in Shanghai is obviously superior to that in Beijing. The reason for this is that the systematic work of regulatory bodies, the unique urban consumer culture and the benign environment for the operation of newspaper advertisements are all important supporters of Shanghai in maintaining the illegal rate of newspapers and advertising low.