论《申报》戏曲广告(1918—1927年)与程砚秋“名角”形象的塑造  

On Opera Advertisements in Shen Bao(1918—1927)and the Shaping of"Famous Character"Image of Cheng Yanqiu

作　　者：刘文辉 辛惠欣 LIU Wenhui;XIN Huixin(Fuzhou Normal College,East China University of Technology,Fuzhou 344000,China;School of Literature and Law,East China University of Technology,Nanchang 330013,China)

机构地区：[1]东华理工大学抚州师范学院,江西抚州344000 [2]东华理工大学文法学院,江西南昌330013

出　　处：《东华理工大学学报（社会科学版）》2023年第1期69-75,共7页Journal of East China University of Technology(Social Science)

基　　金：江西省高校人文社科基地重点招标项目“跨界想象与文化汇流:现代戏曲舞台上的西方话剧经典研究”(JD17005);江西省研究生创新项目“戏曲广告与京剧‘名角’程砚秋的塑造——以《申报》演出广告考察为中心”(YC2021-S618);江西省文化艺术科学规划重点项目(TG20180761)。

摘　　要：《申报》戏曲广告与程砚秋“名角”形象的塑造有着深刻的历史关联。1918年到1927年间,《申报》有关程砚秋的戏曲广告投放数量逐步增加,版面位置也更加显眼,使程砚秋的知名度不断扩大,市场号召力增强。《申报》戏曲广告形式灵活、内容生动,注重话语修辞和图文互动,有意陈述程砚秋戏曲故事,传达程砚秋戏曲观念,追踪程砚秋的生活逸事,有力地塑造了程砚秋的“名角”形象。The opera advertisements in Shen Bao has a profound historical connection with the shaping of Cheng Yanqiu′s"famous character"image.From 1918 to 1927,the number of advertisements about Cheng Yanqiu′s operas in Shen Bao gradually increased,and the layout became more prominent.As a result,Cheng Yanqiu became more and more popular,and his market appeal had been enhanced.The opera advertisements in Shen Bao were not only flexible in form and vivid in content,but also stressed discourse rhetoric and the interaction between pictures and texts.They intentionally told the story of Cheng Yanqiu′s operas,conveyed the concept of Cheng Yanqiu′s operas,traced Cheng Yanqiu′s life anecdotes,and effectively shaped Cheng Yanqiu′s"famous character"image.

关 键 词：《申报》 戏曲广告 程砚秋 名角 

分 类 号：J809[艺术—戏剧戏曲]