论晚清书局图书宣传--以报载小说林社广告为中心

On Advertisements Strategies of Book Publishing Companies in the Late Qing Dynasty——a Case Study of Xiaoshuolin Press’s Publicity of Novels

从《小说林》到"小本小说"丛书,小说林社在晚清出版发行了122种小说。同时,其还在当时各大主流媒体上重复式、立体式地刊载广告130余则。无论是内容丰富的文字,还是形式各异的编排,亦或是采用异质"刺激"、"名人"效应、夸大其辞的广告策略,小说林社为其出版发行之小说大力宣传,扩大了小说的传播和影响。作为影响读者的"前文本",广告比小说本身更先更易更快到达读者,最终成为小说林社在推动晚清小说繁荣和小说观念新变过程中的历史见证者。

From Xiaoshuolin to"Small Novel"series,Xiaoshuolin Press published 122 novels in the late Qing Dynasty.Meanwhile,it also printed more than 130 advertisements in the mainstream media at that time.Whether it is rich in content,different in formats,or it adopts bizarre"stimulation","celebrity"effect,and exaggerated advertising strategies,Xiaoshuolin Press vigorously publicized its novels,expanding the spreading and influence of novels.As the"pre-text"that affected readers,advertisements were easier and faster to reach readers than novels themselves,and eventually became the historical witness of Xiaoshuolin Press in the process of promoting the prosperity of novels in the late Qing Dynasty and the change of novel’s concept.