中国现代文学广告的价值

The Value of Advertisements for Modern Chinese Literature

中国现代文学在激烈的市场竞争中产生了大量的文学广告,它在促进现代文学书刊销售的同时,也实现了现代文学预告、呈现与揭示的功能,利用不同广告媒介分层次实现了现代文学既广泛而又有针对性的传播与接受。现代作家介入广告不但有商业目的,也将其视为培养现代文学读者、抢占文学阵地的重要工具,因为他们的介入不但提升了文学广告的艺术水准,还净化了文学广告的市场,推动了文学广告的健康发展。作为一种"副文本",中国现代文学广告营造了一种引导阅读的氛围和空间,促进读者"期待视阈"和审美心理的形成,甚至成为作品经典化的起点。另外,中国现代文学广告也是有关作品的微型评论,与作品构成了一种阐释与被阐释的关系。中国现代文学广告实现了广告与文学、艺术的联姻,可将之视为现代文学"副文学"之一种。目前,中国现代文学广告的传播研究尚处于资料积累和起步阶段,有着广阔的发展前景和重要的价值意义,这是一个应引起学界高度重视和有待深化、细化的研究课题。

Modern Chinese literature produced a large amount of advertisements for literature amid fierce market competition.While facilitating the sale of modern literary works and journals,these advertisements had at the same time carried out the functions of providing advance notice,announcing and making known modern literary publications.They utilized advertising media at different levels to achieve the widespread yet targeted transmission and acceptance of modern literature.The injection of modern authors into advertising not only had a commercial purpose;it can also be seen as an important tool for cultivating readers of modern literature and securing literary positions.This is because the presence of these authors had not only improved the artistic level of such advertisements,but boosted the healthy development of the literature advertising market.As a sort of'para-text,'advertisements for modern Chinese literature had created an atmosphere and space that encouraged reading,boosted the formation of readers' 'horizon of expectation'and aesthetic psychology,and even became the starting point for a literary work's entry into the classical canon.Besides,advertisements for modern Chinese literature are also micro-reviews of the works in question;they build up the relationship of interpreting and being interpreted with the works concerned.Advertisements for modern Chinese literature had achieved the marriage of advertising with literature and art,so can be seen as a kind of'para-literature'in relation to modern literature.At present,research on the spread of such advertising is still in the stage of accumulating materials and taking preliminary steps,but it has broad prospects for development and important significance for values.The topic should be given high priority in academia;it awaits further in-depth and detailed study.