晚清商业小说中的广告书写——以《市声》为中心的考察

Advertising Writing in Commercial Novels in the Late Qing Dynasty:An Investigation Centering on Sound of the Market

在中国晚清都市商业小说中,《市声》比较集中地反映了上海的商业经济活动和商业现代化转型的艰难进程。随着西方各种现代化技术和现代性思潮的传入,广告也随着报刊进入了近代市民的接受视野,丰富了人们的消费空间并满足了社会生活的消遣需求,并通过信息传递构建了一种广告的公共空间和社会关系结构。商业性广告更是进一步促进了城市商业的繁荣发展,而其中虚假广告的泛滥与国货广告面对洋货广告的弱势,也折射出都市发展早期的混乱和殖民化色彩,这些文本都成为了某种都市被迫现代化的隐喻。《市声》对广告的记录,折射出晚清商业社会环境在外国资本影响下日益逼仄的特质。

In the Chinese urban commercial novels of the late Qing Dynasty,the sound of the market reflects the commercial economic activities and the difficult process of commercial modernization transformation in Shanghai.With the introduction of various western modern technologies and modernity thoughts,advertising has also entered the acceptance vision of modern urban citizens with newspapers and periodicals,enriched people's consumption vision and met the entertainment needs of social life.Through information transmission,it has constructed a public space and social relationship structure of advertising.At that time,businessmen generally had the modern commercial consciousness of using advertising for commercial activities.Commercial newspaper advertising further promoted the prosperity and development of urban commerce and became a metaphor for urban modernization.The record of advertising in the voice of the market reflects the characteristics of the increasingly narrow commercial and social living environment in the late Qing Dynasty under the influence of foreign capital.