大手笔写小广告——现代作家的文学广告创作

Neoteric Writing the Cultural Advertising

由于20世纪二三十年代文学市场化的加强,众多的文学行家里手(其中不乏文学大家、名家)也参与到书刊广告尤其是新文学书刊广告的撰写当中。鲁迅、叶圣陶、茅盾、施蛰存、胡风等,都写书的广告,且风格各异,各具特色。由于现代文学大家、名家参与了文学广告创作,使得现代文学广告体现出与其他商业广告迥异的特征,呈现出文化内蕴、书卷气息和文学意味;同时,与新文学广告相比,通俗文学作家撰写的通俗文学广告则呈现出迥然不同的风格。

In twentieth Century, on the development of market oriented literature, more and more modern writers participated in the creation of literature advertising. Lu Xun, Ye Shengtao, Mao Oun, Shi Zhecun, Hu Feng and so on all participated in the creation of literature advertising, and literature advertising had different style. Because of their creation of literature advertising, modern literature advertising appeared totally different style compared with commercial compared with advertising. And new literature advertising, popular literature advertising also appeared totally different style.