This paper studies the contents, forms, types and marketing ways of the spiritual consumption advertisements   in Shun Pao (1912 -1937) through content analysis method. Based on the whole consumption phenomena, the paper analyses the style and characteristics of spiritual consumption, which mirrored by these advertisements,of Shanghai citizen in early Republic of China. There were three different levels of spiritual consumption in that period: appreciative spiritual consumption, participant spiritual consumption and self-production spiritual consumption. The citizen shaped the social role and achieved self-identity through the three levels, in order to experience emotional consonance, physical liberation and spiritual remodeling.