论戏曲广告对近代上海戏曲消费的促进作用——以《申报》上梅兰芳的演出广告为研究对象  

Promotion of Drama Advertising on Drama Consumption in Modern Shanghai： Using Meilanfang＇s Performing Advertisement in ＂Declaration＂ as the Research Subject

作　　者：王省民[1] 

机构地区：[1]东华理工大学文法学院,南昌中国330013

出　　处：《现代广告》2013年第6期44-50,60,共8页Modern Advertising

基　　金：本文为教育部人文社会科学研究规划基金项目：现代传媒视野下的戏曲传播与产业化研究（编号：10YJA760055）的阶段性成果.

摘　　要：近代戏曲演出受到上海市民的追捧，从而开创了京剧艺术的鼎盛时期，这既是表演艺术发展的结果，也是现代传媒对戏曲演出广泛宣传的结果，本文以《申报》上梅兰芳的演出广告为研究对象，探讨戏曲广告在近代上海戏曲消费中所发挥的作用。The modem drama performing was once popular with the citizens of Shanghai which made it reached the heyday of Peking opera. This is the good result that caused by the development of performing arts, also the modem media which gave widely publicity to drama performing. The paper was based on Mei Lanfang＇s performing advertisement in ＂Declaration＂ to discuss how drama advertising worked on drama consumption in modem Shanghai.

关 键 词：戏曲广告 梅兰芳 申报 

分 类 号：J80[艺术—戏剧戏曲]