亚东图书馆广告与高语罕《白话书信》的传播

Advertisement of Oriental Book Company and the Dissemination of Gao Yuhan’s Vernacular Letters

《白话书信》是亚东图书馆销量最大的图书,对促进中国现代书信文体变革、传播新思想新文化起到了较大推动作用。《白话书信》的畅销与亚东图书馆广告宣传是密不可分的。亚东图书馆不仅在其出版物书后附页为《白话书信》做了大量广告,而且在《申报》《民国日报》《时事新报》等大报上为之做广告达到800多次;亚东图书馆精心设计《白话书信》的广告词,不断变换《白话书信》广告的版面设计,吸引了读者的注意力,保证了《白话书信》的传播范围。

Vernacular Letters is the book with the largest sales volume in Oriental Book Company which has played a great role in promoting the reform of Chinese modern letter style and disseminating new ideas and new culture.The best-selling of Vernacular Letters is inseparable from the advertisements of Oriental Book Company.Oriental Book Company not only advertises Vernacular Letters on the back pages of its publications,but also advertises it more than 800 times in major newspapers such as THE SHUN PAO,THE REPUBLICAN DAILY NEWS,THE CHINA TIMES and so on;The Oriental Book Company carefully designed the advertising words of Vernacular Letters,and constantly changed the layout design of Vernacular Letters advertisements,which attracted the attention of readers and ensured the spread of Vernacular Letters.