1890—1891年《申报》影戏广告研究

Study on Movie Advertisements on Shen Bao from 1890 to 1891

对《申报》广告进行检视,不难发现,同时期的商品广告,已呈现出分阶段的广告策略,而戏曲广告,尤其是夹杂在戏曲广告中的电影广告,不仅广告文案的差异性很小,且广告策略的制定也慢了许多。整体而言,1890年没有任何影戏广告,1891年出现了3个广告主、7条影戏广告和12条疑似影戏广告的投放,全年影戏广告呈现"一月纠缠,九月孤单"的特征。研究这一时期的电影广告,将帮助我们重新认识处于电影发生期的1890年至1891年,电影传入中国的过程。

If we examine advertisements printed on Shen Bao （ Shanghai News）, it is not difficult for us to find that contemporaneous product advertisements had already presented a staged advertising strategy, but advertisements of traditional Chinese opera, especially movie advertisements that were mixed up with opera advertisements, had shown very small differences in advertising copy, and the formulation of advertising strategies was also much slower. On the whole, no movie advertisements appeared in 1890; there were three advertisers in 1891, with seven movie advertisements and 12 doubtable movie advertisements were released. By studying movie advertisements during this period, we re - understand the process of movies＇ introduction to China.