| 晚清小说的广告宣传 |
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| 引用本文： | 刘永文.晚清小说的广告宣传[J].上海师范大学学报(基础教育版),2003,32(2):113-118. |
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| 作者姓名： | 刘永文 |
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| 作者单位： | 上海师范大学人文学院 上海 |
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| 摘 要： | 晚清小说主要以报刊杂志为载体,其广告宣传方式已具近代特色。传播者在各大报纸上登载征文广告;或在杂志上开辟广告专栏做各种广告宣传;或者在随报附送的单页小说上登载广告;或者在单行本的封底上介绍小说作品等。晚清小说的传播者通过广告,宣传救国救民的办刊宗旨、阐明小说理念,指导作家借鉴中外小说艺术规则,提倡千奇百怪的小说类型,强调版权、标明稿酬,或者在杂志上登载与小说无关的商业广告来扩大经济来源。晚清有关小说的广告宣传,推动了小说的发行,对晚清小说的繁荣起到了积极的作用。
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| 关 键 词： | 晚清小说 广告宣传 影响 |
| 文章编号： | 1004-8634(2003)02-0113-(06) |
| 修稿时间： | 2002年11月10 |
Fiction Advertising in Late Qing Dynasty |
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| LIU Yongwen.Fiction Advertising in Late Qing Dynasty[J].Journal of Shanghai NOrmal University,2003,32(2):113-118. |
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| Authors: | LIU Yongwen |
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| Abstract: | Stories and novels in late Qing Dynasty were mostly carried in newspapers and magazines. They publicized advertisements in ways similar to those that contemporary advertising is carried. Advertisements soliciting contributions for a special issue were carried in major newspapers and magazines; exclusive fiction advertising columns were opened up in magazines; advertisements were also carried in single sheets of stories attached to newspapers delivered; introductions to stories and novels were printed in the back cover of single -article pamphlets. Through such advertising, propagators propagated the major purposes of publishing newspapers and magazines, i. e. to save the Chinese nation and the Chinese people, expounded principles for fiction writing, instructed writers how to draw upon artistic rules governing domestic and foreign fiction writing, advocated various strange types of fiction, emphasized copy rights, and indicated awards or fees for authors; sometimes they carried commercial advertisements which had nothing to do with fiction so as to enlarge their economic source. Fiction advertising in late Qing Dynasty promoted the circulation of fiction and contributed positively to the flourishing development of fiction in late Qing Dynasty. |
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| Keywords: | fiction in late Qing Dynasty fiction advertising influence |
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