The Journalism Research Association of Peking University, founded in 19 18, is the earliest advertising research institution in China, which regards advertising as an integral part of journalism research.

19 19 12 The Journalism Research Association of Peking University published Xu's Journalism, which is the first theoretical journalism monograph written by Chinese scholars and the first systematic and comprehensive journalism work in China. There was a special chapter in the book about advertising, which was quite influential at that time.

1927, Ge published China History. This book systematically discusses the development history and present situation of newspaper advertisements in China at that time by using rich advertising materials and statistical data, and lists five tables in detail to deeply analyze the present situation of advertisements in China at that time. In addition, he also expounded the political and ideological significance and cultural value of advertising.

19 18, gan yonglong edited the advertisement description, which is the earliest monograph on advertising research in China. It is the first kind of business series published by the Commercial Press, translated from How to Advenise in the United States.

(2) Advertising education and personnel training:

China's advertising education and personnel training began with the Journalism Research Association of Peking University, which is the first journalism research association in the history of China. It regards advertising as an important part of journalism research and teaching.

Since then, journalism education in China has gradually developed. Many schools in China have started to offer journalism-related courses, and many universities (state-owned or private) have started to organize journalism departments or journalism departments (the journalism department of Shanghai St. John University was established in September, 1920, which is the earliest journalism department in China, and advertising, as a sub-topic of "reporting", is one of the main teaching contents of the department), and professional journalism schools have also been established.

Generally speaking, advertising, as an important course, is relatively simple, and most of it is limited to the study of newspaper advertisements. During the Republic of China, the research and teaching of advertising were subordinate to journalism, and had not yet achieved an independent disciplinary status. The research and education level of advertising is still very low.