明代图书广告与促销术  

Book Advertisements and Sales Promotion Skills in the Ming Dynasty

作　　者：王海刚[1] 

机构地区：[1]湖南师范大学新闻与传播学院,长沙410081

出　　处：《出版科学》2011年第4期96-100,共5页Publishing Journal

基　　金：湖南省社会科学基金项目"明代书业广告及其当代启示研究"(2010YBB236);湖南省教育万一般项目"清代书业广告研究"研究成果

摘　　要：明代书业广告内容丰富,形式多样,不仅反映了明代书商的商业经营活动,同时反映了明代政治、经济和文化生活,是中国出版文化研究的重要资料。文章从书名广告、扉页广告、牌记广告、凡例广告、书目广告及征稿广告六个方面对图书促销术作了初步探讨和分析。The book advertisements in Ming Dynasty,with their rich contents and varieties,reflect the politics,economy and culture life of Ming Dynasty as well as the business activities of the booksellers in that dynasty.They are important materials in studying Chinese publishing culture.This paper discusses and analyses the book sales promotion skills from the following aspects： title advertisement,title page advertisements,colophon advertisement,general notices advertisements,bibliography advertisement and soliciting articles advertisement.

关 键 词：图书广告 促销术 明代 出版史 

分 类 号：G239[文化科学]