Shenbao had the longest publishing time and the greatest influence in modern times of China. As a commercial newspaper, it has been paying attention to the operation of advertisements since its foundation and advertisements always play an important role in it. Advertisements in Shenbao had multileveled receivers and a multiplex contents dealing with many fields just like politics, economy, culture, society and so on. These advertisements penetratingly embodied social and cultural psychology of Shanghai citizens in the special historical and cultural background at that time. Information the advertisements transmitted and ideas they propagandized impelled the great changes of the society and considerably affected the culture communication between China and western countries in modern history and the formation of social ethos. Seen from the development of advertisements in Shenbao, the understanding and acceptation to the western culture in the late Qing Dynasty by Shanghai society mainly... 更多 experienced a material-regulation-custom-values orbit. At the same time, in the social transformation period of modern Shanghai history ,the advertisements of Shenbao also had some non -norms. As the weatherglass of social transformation, the essence of non - norms in advertisements was the production of an out-of-control society and the consequence of an out-of-control society was the appearance of the social problems. The social problem of "consumption dissimulation" in advertisements in Shenbao mainly represented the permeation of worshiping everything abroad, premature social consumption and bad habit of consumption. Therefore, local governments and civilian gentlemen had also adopted many social control means to rebuild traditional social orders. However it proved that these control means were doomed not to reach the anticipated effect for society of Shanghai locating in the culture conflict between China and western countries in modern times.