论宋代图书序跋的“广告”特性

On the Advertising Function of Prefaces and Postscripts of Song-Dynasty Boo

宋代,随着雕版印刷术的普及,图书出版业蓬勃发展,作为图书重要组成部分的序跋创作呈现空前繁荣态势。这种态势突出表现在创作人数多、作品数量多、形式种类多三个方面。从传播角度来看,序跋虽然是一种“副文本”,但有些时候起到与“主文本”同样的功能,甚至会超越“主文本”。这种功能突出体现在图书序跋的“广告”特性上,即通过序跋来宣传图书内容和价值,以实现“传播”之目标。宋人序跋还通过叙事来增强图书传播的趣味性,增进读者对图书的了解。宋代图书序跋,多方面传递“广告”信息,达到“广告”传播的效益最大化。

During the Song Dynasty, with the widespread use of woodblock printing, the publishing industry flourished, and the creation of prefaces and postscripts, as important components of books, reached an unprecedented level of prosperity. This was manifested in three aspects: a large number of authors, a high quantity of works, and diverse forms. From a communicative perspective, although prefaces and postscripts are paratext, they can sometimes have the same, or even greater, functions as the main text. This is especially true when it comes to the advertising function. Prefaces and postscripts were used to highlight the content and value of the books so as to communicate effectively and efficiently. Prefaces and postscripts of Song-Dynasty books, in particular, incorporated narrative elements to enhance the appeal and deepen readers' understanding of the books. The prefaces and postscripts of SongDynasty books effectively conveyed advertising messages and maximized the effectiveness of communication in a wide variety of ways.