国耻纪念是近代一种特殊的纪念仪式，基于国家贫弱、主权屡遭侵犯这一特殊背景下，它反映出国民内心愤懑、渴望自强雪耻的心理诉求。民国时期，民族资本主义企业利用国耻纪念这一特殊仪式，迎合国人心理，在报刊上广为登载国货广告，竭力宣传其产品与品牌，形成兼具政治性与商业性的文化现象。国耻纪念下的商品宣传为企业带来利润的同时，还具有凝聚共识、增强国民认同之作用，有利于收回经济权利、配合政治运动的开展，同时国货企业通过提升品质、降低价格，使消费者确得实惠。

The commemoration of national humiliation is a unique ceremony in modern China. Under the special background of China's poverty and weakness and repeated suffering from violations of its sovereignty, the commemoration reflects the people's anger and their desire for self-improvement. During the period of the Republic of China, national capitalist enterprises used the special ceremony of commemorating national humiliation to cater to the psychology of Chinese people, widely published domestic advertisements in newspapers and periodicals, publicized their products and brands, and formed a cultural phenomenon with both political and commercial nature. These advertisements, while bring profits to the enterprises, also had the function of achieving consensus and enhancing national identity, which could promote the recovery of economic rights and the development of political movements. At the same time, domestic products also improved quality and reduced prices, which benefited the consumers in the process.