民國四川佛教報刊醫藥廣告研究－－以《佛化新聞》為例

Research on the Medical Advertisements of Buddhist Publications in Sichuan Area during the Republic of China: Take Buddhism News as an example

《佛化新聞》是民國四川地區唯一持續發行的佛教報紙，其上刊載多種醫藥廣告。本文從宗教性與世俗性角度，考察民國佛教報刊中醫藥廣告的特點與價值。認為佛教報刊中刊載醫藥廣告，一方面與佛教界一貫的濟世弘化的宗教性有關，一方面也與佛教界積極入世、適應社會的世俗性相關。民國佛教報刊中的醫藥類廣告，不僅是對民國佛教研究的有益補充，更為深入近代廣告研究、探究佛教報刊與新興廣告媒介的關係提供了參考。

Buddhist News was the only Buddhist newspaper in the Sichuan area of the Republic of China, and it published a variety of medical advertisements. This article examines the characteristics and value of medicine advertisements in Buddhist publications in the Republic of China from the perspective of religion and secularity. It is believed that the publication of medical advertisements in Buddhist newspapers is related to the religious nature of the Buddhist world, which is consistent with the world, and it is also related to the secular nature of the Buddhist world to actively participate in social life and adapt to the society. The medical advertisements in Buddhist publications in the Republic of China were not only a useful supplement to the study of Buddhism in the Republic of China, but also provided a reference for in-depth modern advertising research and the relationship between Buddhist newspapers and the emerging advertising media.