20世纪初《申报》书籍广告述论  

On the Book Advertisements of Shenbao in the Early 20th Century

作　　者：杨齐福[1] 秦鹏 YANG Qi-fu;QIN Peng

机构地区：[1]浙江工商大学人文与传播学院历史系,浙江杭州310018

出　　处：《江苏师范大学学报（哲学社会科学版）》2022年第4期51-60,123,共11页Journal of Jiangsu Normal University：Philosophy and Social Sciences Edition

基　　金：浙江工商大学高等教育研究重点课题(项目编号:Xgy18047)研究成果。

摘　　要：20世纪初上海出版业蓬勃发展,书籍种类和总量大增,各出版社争相刊登广告以销售书籍。作为20世纪初最有影响力的报纸,《申报》登载了大量书籍广告,多为商务印书馆、“申报馆系”、扫叶山房、南洋官书局等出版书籍。《申报》书籍广告中书籍种类繁多,按照内容大致可划分为五类:新学类、古史类、教科类、时政类和小说类。《申报》书籍广告在文本表现形式上比较单一,初期较多使用文字,后期则辅以图片或表格等;在文本诉求方式上既重理性,使读者通过理性思考做出购书之行动;也重感性,使读者在情感驱动下做出购书之行为。随着时代的变迁,《申报》书籍广告突出了品牌意识,强化了版权保护,凸显了时代变化。At the beginning of the 20th century,the press in Shanghai flourished,the type and amount of books increased greatly,and various press scrambled to advertise to sell books.As the most influential newspaper in the early20th century,Shenbao published a large number of book advertisements,most of which were published by the Commercial Press,the Department of Shenbao,Shaoye Shanfang,and Nanyang Official Press.There were many kinds of books in Shenbao book advertisements,which were divided into five categories according to the content:new studies,ancient history,textbooks,current politics and novels.The book advertisements in Shenbao were relatively simple in terms of text expression,with more use of words in the early stage,and supplemented by pictures or tables in the later stage;in terms of text appeal,it emphasized rationality,so that readers would purchase after rational thinking;it also emphasized sensibility,so that readers may buy books out of the emotional drive.Over time,the book advertisement of Shenbao protruded the brand awareness,strengthened the protection of copyright,and highlighted the changes of the times.

关 键 词：《申报》 书籍广告 表现形式 诉求方式 时代性 

分 类 号：K257[历史地理—历史学]