论明代书业广告之特征  

Study on the Characteristics of the Book Industry Advertisement in 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,湖南长沙410081

出　　处：《南通大学学报（社会科学版）》2012年第4期135-140,共6页Journal of Nantong University:Social Sciences Edition

基　　金：湖南省教育厅一般项目(11C0863);湖南省社会科学基金项目(2010YBB236)

摘　　要：明代是我国古代商业性出版事业最发达最活跃的时期,其时刻家蜂起,书坊林立,竞争激烈,书业广告因此获得强烈刺激因而长足发展。明代书业广告成为我国古代书业广告的繁荣时期,其特征表现为广告形式的多样性、广告内容的复杂性、广告意识的强烈性以及广告行为的排他性。Ming dynasty was the most prosperous and active in Chinese commercial publishing enterprise, when ap- peared numerous carvers and bookstores. The book industry advertisement obtained the considerable development due to intensive stimulation and fierce competition. And it was also the booming time of Chinese ancient book industry advertise- ment. The characteristics included the following four aspects： the diversity of advertisement form, the complexity of adver- tisement contents, the intensity of advertisement consciousness and exclusiveness of advertisement behavior.

关 键 词：明代书业广告 广告形式 广告内容 广告意识 广告行为 

分 类 号：G256.1[文化科学—图书馆学]