晚清民初小说广告与小说观念的演变

Fiction Advertising and the Evolution of Novel Concept in the late Qing Dynasty and the Early Years of the Republic of China

小说广告负载着晚清民初小说家的创作理念和批评意识,它记载了小说创作的原始资料,也为探究当下文人心态提供了一个有利的窗口。小说广告的宣传,刺激了晚清民初小说的繁荣,也在相当程度上遮蔽了小说自身艺术的文体特质,构成了晚清民初小说艺术生命贫乏的现实症结。小说报人的广告宣传策略与传播受众的消费效应形成互动,在传播实践的得失进退中谱写了中国小说观念近代化进程的多重变奏。

The fiction advertising carried the novelists＂ creative concept and critical awareness in the late Qing Dynasty and the Early Years of the Republic of China, and it provided a favorable window to explore the scholars＂ mentality at that time. The prosperity of novels in those days was stimulated by novel advertising, but the cultural and artistic qualities, to a large extend, were obscured by these novels themselves. It attributed to the sticking point that these novels lack of creative life. The advertisement promotion of fiction reporter interacted with the consumption of target audience, which composed the multiple variations in the process of the modernization in novel concept.