Modern Chinese Book Of Advertising Research

The thought from the American publishing field is that never book can get success without book advertisings. Book ads take very important role on the publishing process. Though early in the Han dynasty, Book ads have appeared, it can only be regarded as a immature stage. After Hundred Days' Reform, many intellectuals of our nation crowded to Shanghai city, then the five best publishing houses established, which meaned the city of Shanghai had been the publishing center at that time. For enlightening the mass and passing down the culture, those publishers and editors tried their hard on book ads; so many famous writers were active in composition of ads drafts, which made the publishing attained very high level and promoted the publishing at that time forward prosperity. It can say that the prosperity of publishing at that time fairly relevanted to those ads of publishing. However, it is very pity that those successful experiences have not been passed down, immature book ads situation is affecting the development of current publishing industry.This paper begins with the characterists of book ads at that time, putting them into the background of publishing enviroment. It tries to find out why book ads in modern China developed so well, what are the deep reasons, then rousing publishing people at present paid more attaintion on it and seeking for the road which can leading the recent publishing industry to prosperity ultimately.