中国戏曲广告研究综述

Summary of Chinese Opera Advertising Research

戏曲广告是戏曲与受众双向沟通的桥梁,对研究戏曲史、戏曲传播学、戏曲观众学有着重要的意义。20世纪10年代,戏曲广告进入戏曲研究者的视野,但却发展缓慢。直至21世纪,戏曲广告研究进入高峰期,并取得了一定的成绩。本文试图对中国戏曲广告研究的历史进程进行梳理,以期对中国戏曲广告的研究进程有一个整体的认识,并对今后的研究起到借鉴与帮助的作用。

Opera advertisement is a communication bridge between opera and audience.It is of great significance for the study of opera history,opera communication and opera audience.In the 1910 s,opera advertisements came into the vision of opera researchers,but they developed slowly.In the 21 st century,the study of opera advertisement has entered its peak period and some achievements has been made.This paper attempts to sort out the historical process of the study of Chinese opera advertising in order to have an overall understanding of the research process of Chinese opera advertising and to serve as reference for future research.