论近代教科书广告的“言”与“意”  

The“Yan(言)”and“Yi(意)”in Modern Textbook Advertisement

作　　者：文娟 郎雅涵 Wen Juan;Lang Yahan(School of International Chinese Studies,East China Normal University,Shanghai 200062,China)

机构地区：[1]华东师范大学国际汉语文化学院,上海200062

出　　处：《现代语文》2024年第4期4-14,共11页Modern Chinese

基　　金：国家社会科学基金一般项目“中国近代书业广告研究”(19BXW036)。

摘　　要：近代教科书的广告语言颇具宣传技巧,具有鲜明的文体特征和语体特征。从横向上看,它将详细铺陈和简练表达相结合,善于运用对比、夸张、排比等修辞手法。从纵向上看,随着时代的发展以及语体的变迁,广告语言出现了从文言向白话的转向。教科书广告的主要目的是促进书局的宣传和销售,因此,也体现了凸显价格优势和权威认证、兼顾经济效益与社会效益的营销策略。从更为宏观的层面来看,教科书广告语言还蕴含着与时代思潮息息相关的“言外之意”,能够从中窥探到与近代社会思想变革、文化转型的互动。近代教科书广告不仅是商业宣传、市场营销的工具和手段,更是社会变革、文化转型、语言变迁的见证者和参与者。The advertising language of modern textbooks is highly skilled in propaganda and has distinct stylistic and register features.From the horizontal perspective,it combines detailed elaboration with concise expression and is good at using rhetorical devices such as contrast,exaggeration,and parallelism.From the vertical perspective,with the evolution of the times and the shift in style,advertising language has transitioned from classical Chinese to vernacular.The main purpose of textbook advertisements is to promote publicity and sales,therefore,it also reflects the marketing strategies of bookstores that emphasize price advantages and authoritative certification,while balancing economic benefits and social benefits.From a more macro perspective,the advertising language of textbooks also contains“yanwaizhiyi(言外之意)”which is closely related to the zeitgeist,from which we can see its interaction with the modern social ideological change and cultural transformation.Modern textbook advertising is not only a tool and means of commercial promotion and marketing,but also a witness and participant in social transformation,cultural transformation,and linguistic change.

关 键 词：近代 教科书广告 语言 营销策略 文化心态 时代思潮 

分 类 号：H15[语言文字—汉语]