Abstract:

Yongyan , first published in 1912 by Liang Qichao, who just returned to China from Japan, was
China’s the most widely circulated newspaper about political comments, which was very popular and farreaching.
In addition to political comments, news and reviews, Yongyan also displayed colorful advertisements.
This paper analyzes the type, skills, characteristics and portraiture of the era of book advertisements in
Yongyan from the perspective of advertising, in order to seek the social background and the changes of
political culture at that time.