亚东图书馆文学广告的文本策略  

The Text Strategy of Literary Advertisement in Oriental Book Company

作　　者：满建[1] MAN Jian(School of Literature and Media,Suzhou University,Suzhou 234000,China)

机构地区：[1]宿州学院文学与传媒学院,安徽宿州234000

出　　处：《聊城大学学报（社会科学版）》2021年第6期60-66,共7页Journal of Liaocheng University:Social Science Edition

基　　金：安徽省哲学社会科学规划项目(AHSKY2019D128):亚东图书馆与中国新文学。

摘　　要：亚东图书馆在文学出版方面取得了突出成就,与其文学广告的推动作用密不可分。亚东图书馆的文学广告,能够站在时代高度把握文学出版物的内在精神,提炼精炼的广告语;善于打破惯用陈述句式,运用否定、疑问和感叹等句式吸引读者的注意;在修辞上灵活运用比喻、引用和对比等手法,形成了形象鲜明的文本,让读者对出版物印象深刻;在构思上充分利用商业思维,洞悉读者心理,刺激读者的购买欲望。亚东图书馆的文学广告形成了独特的文本策略,使亚东版文学图书影响深远,对其后的文学广告具有较强的启示意义。Oriental Book Company has made outstanding achievements in literary publishing,which are inseparable from the promotion of literary advertising.The literary advertisements of Oriental Book Company can grasp the inner spirit of literary publications from the height of the times,and refine the slogans of literary publications;they are good at breaking the idiomatic declarative sentence pattern,using sentence patterns such as negation,questioning,and exclamation to attract readers'attention;in rhetoric The tactics flexibly use metaphors,quotations and contrasts,etc.,to form a vivid text,which makes readers deeply impressed by the publication;in the conception,it makes full use of commercial thinking,understands readers’psychology,and stimulates readers’desire to buy.The literary advertisements of the Oriental Book Company have formed a unique text strategy,which has made Yadong's literary books far-reaching and has a strong enlightenment for future literary advertisements.

关 键 词：亚东图书馆 文学广告 文本策略 

分 类 号：I206.6[文学—中国文学]