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This book adopts an interdisciplinary approach, drawing from history, communication studies, advertising, art history, and political propaganda. It analyzes visual materials such as newspaper and magazine advertisements, as well as calendar posters, to explore the characteristics of advertising culture in modern China, including Shanghai, Taiwan, and former Manchuria, and the influence of Japanese advertising on Chinese commercial culture. Key topics include: cultural translation in newspaper advertisements; advertising and commercial competition; the media functions of the four major department stores on Nanjing Road; the adoption and localization of foreign advertising techniques; talent exchange between the printing industries in Shanghai and Osaka; women as cultural symbols of "modernity"; and the art of political propaganda in socialist China. This book offers fresh perspectives and research methods to help us understand how commercial visual art shaped "East Asian modernity," how it intersected with colonialism and socialism, and how it evolved through regional exchange. This book is intended not only for scholars studying Chinese business history, advertising history, art history, communication studies, and Sino-Japanese cultural exchange, but also as a textbook for undergraduate and graduate courses. It will also benefit researchers and students in Asian studies, gender studies, marketing, creative industries, popular culture, urban culture, consumer culture, and commercial culture, as well as general readers interested in the socio-cultural landscape of modern China.

本書從歷史學、傳播學、廣告學、藝術史、政治宣傳等跨學科研究的視角出發，以報刊雜誌廣告和月份牌廣告畫等視覺圖像為分析對象，集中討論近代中國（包括上海、台灣和舊滿洲）廣告文化的特色，以及日本廣告對近代中國商業文化的影響。主要內容包括：報刊廣告的文化翻譯問題；廣告與商業競爭；南京路四大百貨公司的廣告媒體功能；外來廣告技術的接受和本地化；上海和大阪印刷業的人才交流；女性作為「現代性」的文化符號；以及中國社會主義的政治宣傳藝術。本書有助我們理解商業視覺藝術怎樣創造「東亞現代性」、如何與「殖民主義」和「社會主義」相結合，又如何在地區交流中形成等問題，並提供了嶄新的視點和研究方法。 本書不僅以研究中國商業史、廣告史、藝術史、傳播學及中日文化交流史的學者為對象，也可作為本科與研究生課程的教材，而且對從事亞洲研究、女性研究、市場營銷、創意產業、流行文化、都市文化、消費文化和商業文化研究的學者和學生，以至有意了解近代中國社會文化的普羅讀者亦有所助益。

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