臺灣歌仔戲的發展過程中，在戲院內臺演出時期，是一段很重要的階段。其興衰起落的原因當然很多，但它既是售票營利的商業行為，就逃脫不掉商品經濟的宰制與流行文化的制約。商品經濟的特質，在於供需平衡；流行文化的特質，則在於迅速起落。流行決定需求，流行商品是需求的寵兒，反之則必須退場。歌仔戲是娛樂產業中眾多娛樂商品的一種，曾經為流行所專寵，在京閩等大陸戲班、新劇混合歌舞的綜藝劇團、以及外片電影等表演娛樂商品中獨領風騷;當然也將會為這些表演娛樂商品所超越，成為流行的祭品，而結束它輝煌的歲月。本文以民國35年 (1946) 2月20日，在臺南創刊的《中華日報》為對象，自1946年起至1961年止，從其戲院廣告內容，採微觀的方法，以具體的證據，討論內臺歌仔戲興衰變遷的原因，以及受其他表演娛樂商品影響而改變的情形，期望對臺灣歌仔戲的研究，有添枝加葉的貢獻

In the course of the development of Taiwanese opera, indoor commerical performance plays an important role. There are many reasons to explain the rise and fall of this type of performing art. However, as merchandise consumed by theatre-goers, Taiwanese opera was destined to be restrainted by economic force and popular culture. The characteristic of ll1erchandise economy is to meet the balance of the rules of demand and sup ply, while that of popular culture is its short term popularity. The demand of the merchandise is decided by its popularity, and the popular culture is definitely favored by consumers. The other way around, this kind of performing art must fade away. Taiwanese opera was one of the best merchandises at that period when it had to compete against other theatre troupes such as traditional operas imported from Mainland China, the Taiwanese spoken drama, miscellaneous show mixed with songs and dances, as well as Mandarin, Taiwanese and foreign films. However, Taiwanese opera was eventually surpassed by other performing arts, and was forced to retreat entirely from the commercial theatres. The aim of this paper is to examine the theatre advertisements appeared from 1946 to 1961 in Chunghwa Daily News, launched in Tainan city on February, 20th, 1946, in order to discuss the reasons for the rise and fall of Taiwanese opera in the period and the influence of other types of performing arts by way of analyzing the contents of advertisements and presenting solid related evidences. It is expected that certain contributions can be achieved in the study of Taiwanese opera.