随着民国报纸广告经营活动的繁荣深入，相关理论研究也呈现出勃兴之势。当下新闻学界和实务界对民国报纸广告的理论研究一直疏于发掘、爬梳和整合，使得相关理论成果长期停留在语焉不详、面目模糊的状态。民国时期报纸广告的理论研究涵盖诸多方面，但本文主要从以下四个方面对其研究成果进行系统梳理，即关于报纸广告功能的辩证认识；关于“广告本位”经营观的深入思考；广告与发行、采编之间关系的阐述；报纸广告的传播效果研究。

As newspapers’ advertisement operation and management in the Republic of China was prospering, correspondingly it was booming in its theoretical research. However, these research findings have been ignored by current journalism circle and the press, and consequently it is being mentioned but vaguely for a long time. The essay attempts to make a systematic study on these research findings from the following aspects: dialectic awareness of function of newspapers’ advertisement, in-depth study on “advertisement-oriented” conception, illustration of the relationship between advertisement, circulation and news interviewing & writing, research on communicating effect of newspapers’ advertisement.