个性化与商业化:晚清书画市场润例考察

Individualization and Commercialization:A Study on the Remunerations in the Market of Painting and Calligraphy in the Late Qing Dynasty

晚清书画市场迎来了新的发展契机,近代出版业的崛起为书画家提供了便捷的鬻艺途径。书画家开始在大众纸媒上以刊登润例的形式扩展商业市场,这种润例广告的多样性直接表现了当时书画家群体不同的商业宣传方式。部分书画家在润例中凸显其名士情结,在措辞中极力表现自己不俗的文化品位。有的则善于运用名人效应为自己的书画事业助阵,并开启了润例的代启人模式。为了博得公众的关注,有书画家还采用了开放观摩创作、一润多用或联系时事鬻艺等方法提高经济效益。晚清书画市场的进步也在这些充满商业性的润例广告中得以体现。

The market of painting and calligraphy in the late Qing Dynasty witnessed a new development opportunity, and the rise of modern publishing paved a convenient way of selling arts for painters and calligraphers. The painters and calligraphers started to expand the commercial market by means of carrying remunerations in mass paper media. The diversity of remuneration advertisements reflects the then painters and calligraphers＇ different attitudes towards sales promotion.