论《申报》戏曲广告(1918—1927年)与程砚秋“名角”形象的塑造

On Opera Advertisements in Shen Bao(1918—1927)and the Shaping of"Famous Character"Image of Cheng Yanqiu

《申报》戏曲广告与程砚秋“名角”形象的塑造有着深刻的历史关联。1918年到1927年间,《申报》有关程砚秋的戏曲广告投放数量逐步增加,版面位置也更加显眼,使程砚秋的知名度不断扩大,市场号召力增强。《申报》戏曲广告形式灵活、内容生动,注重话语修辞和图文互动,有意陈述程砚秋戏曲故事,传达程砚秋戏曲观念,追踪程砚秋的生活逸事,有力地塑造了程砚秋的“名角”形象。

The opera advertisements in Shen Bao has a profound historical connection with the shaping of Cheng Yanqiu′s"famous character"image.From 1918 to 1927,the number of advertisements about Cheng Yanqiu′s operas in Shen Bao gradually increased,and the layout became more prominent.As a result,Cheng Yanqiu became more and more popular,and his market appeal had been enhanced.The opera advertisements in Shen Bao were not only flexible in form and vivid in content,but also stressed discourse rhetoric and the interaction between pictures and texts.They intentionally told the story of Cheng Yanqiu′s operas,conveyed the concept of Cheng Yanqiu′s operas,traced Cheng Yanqiu′s life anecdotes,and effectively shaped Cheng Yanqiu′s"famous character"image.