“招子”“旗”“牌”“看板”与“题目”“正名”——东亚古典戏剧的商演广告  

“Zhao Zi”,“Qi”,“Pai”,“Kan Ban”and“Ti Mu”,“Zheng Ming”——the Advertisements for Commercial Performances of East Asian Classical Performances

作　　者：麻国钧[1] Ma Guojun

机构地区：[1]中央戏剧学院

出　　处：《戏剧（中央戏剧学院学报）》2020年第6期110-124,共15页Drama:The Journal of the Central Academy of Drama

基　　金：中央戏剧学院科研项目“2017年度中央戏剧学院基本科研业务费研究课题”(项目编号:YNPX1710)之“东亚传统演剧空间文化比较研究”的阶段性成果。

摘　　要：金元北曲杂剧进入市井勾栏演出之后,其性质便发生重大变化,从而获得商品属性。作为一种文化商品,如何宣传,便成为能否赚得票房以维持戏班生存的大事。本文利用中、日、韩的文献以及图片,总合论证"题目""正名"是当时的商演广告,进而论证"题目""正名"书写在"牌"上,而"牌"源于宋代宫廷演出的"队名牌",清代末年梨园公演所谓"水牌",不过是古代商业演出广告的延续。After the Northern Zaju of Jin and Yuan Dynasties entered into the common market places and performing venues,its nature changed greatly by obtaining the nature of commodity.As it becomes a kind of cultural commodity,the way of publicity is of grave importance,for the survival of the troupe depends on whether it can make profit or not.Based on the literature and pictures of China,Japan and South Korea,this article argues that“Ti Mu”and“Zheng Ming”were advertisements for commercial performance at that time.Furthermore,it demonstrates that“Ti Mu”and“Zheng Ming”were written on“Pai”(a small board),which was originated from the“Dui Ming Pai”(a board for listing the name of performances)of court performances in Song Dynasty.The so-called“Shui Pai”(an information board)of public traditional opera performance in the late Qing Dynasty was just a continuation of the advertisements for commercial performance in ancient times.

关 键 词：旗 牌 北曲杂剧 题目 正名 

分 类 号：J82[艺术—戏剧戏曲]