民国时期的中国正处于社会大变革的关键阶段,造就了当时具有鲜明特色的时代文化,中西方文化的不断碰撞,商业文化的快速兴起使香烟文化成为当时的一种主流文化。文章以民国时期的香烟广告作为对象,对民国时期广告业的发展进行了分析,并理出民国时期的香烟广告的版式上“喧宾夺主”、名人效应宣传以及审美逐渐西化等特征,民国时期香烟广告文化的特征对促进中西文化融合奠定了重要基础,并且在民主和科学等思潮的影响下催生了符合当时国情的香烟广告。 During the period of Republic of China, China was in the critical stage of great social change, creating the era culture with distinctive characteristics at that time. The continuous collision of Chinese and Western cultures and the rapid rise of commercial culture made the culture of cigarettes a dominant culture at that time. This article analyzes the development of the advertising industry during the period of the Republic of China as the object of the advertising of cigarettes in the Republic of China period and analyzes the characteristics of the “overheated” version of the cigarette advertisement in the Republic of China, the promotion of celebrity effects and the gradual westernization of the aesthetic. During the period of the Republic of China The characteristics of the cigarette advertising culture have laid an important foundation for the integration of Chinese and Western cultures, and have given birth to cigarette advertisements in line with the prevailing conditions under the influence of such ideological trends as democracy and science.