论俗文学之“商品”品格——以中国古代戏曲小说广告为例

On the Commodity Character of Popular Literature

以古代戏曲小说为主体的俗文学的"商品"品格,表现在出版机构通过广告征购文稿与推销"产品",藉之实现"射利"之目的。俗文学广告主要包括征文广告、评点广告、图像广告、音释广告、附赠广告、打折广告等形式,并渗入到创作、出版与传播的各个环节。广告是俗文学"商品"品格的历史呈现。

The commodity character of popular literature featuring ancient novels and drama was reflected in the advertising for literary works and selling them for profit.Advertising for popular literature mainly included public solicitation of articles and advertising in the form of comments,pictures,audio promotion,gifts,and discounts.Advertising permeated literary creation,publication and dissemination and was the historical representation of the commodity character of popular literature.