本文選題：廣告小說(shuō) + 南洋兄弟煙草公司�。� 參考：《蘭州學(xué)刊》2017年05期

【摘要】：1919年9月至1920年初,南洋兄弟煙草公司為了促進(jìn)商品銷(xiāo)售開(kāi)創(chuàng)了一種新的廣告模式——在其廣告版面刊登"名家小說(shuō)"來(lái)吸引讀者\(yùn)消費(fèi)者的眼光。于是在《申報(bào)》《中華新報(bào)》《民國(guó)日?qǐng)?bào)》等報(bào)紙中,南洋兄弟煙草公司的煙草廣告與小說(shuō)排在一起,互相襯托。這些小說(shuō)由公司聘請(qǐng)的王鈍根、劉豁公等小說(shuō)家創(chuàng)作,其內(nèi)容既有當(dāng)時(shí)流行的題材,又有專(zhuān)門(mén)服務(wù)于公司商品的"廣告小說(shuō)"。同時(shí),在1924年前后,南洋兄弟煙草公司還將這些作品進(jìn)行了選編出版,刊印了一部《圖畫(huà)小說(shuō)匯編》,以作為劉豁公、王鈍根主創(chuàng)的《心聲》半月刊的附贈(zèng)閱讀物。南洋兄弟煙草公司與小說(shuō)家的合作,既反映了當(dāng)時(shí)通俗小說(shuō)作家作品的市場(chǎng)影響力,也說(shuō)明近現(xiàn)代報(bào)刊業(yè)對(duì)商業(yè)資本支持的需求,以及文學(xué)創(chuàng)作對(duì)市場(chǎng)越來(lái)越多的讓步與妥協(xié)。
[Abstract]:From September 1919 to early 1920, Nanyang Brothers Tobacco Company launched a new advertising model to promote commodity sales by publishing "famous novels" in its advertising pages to attract readers' eyes. Therefore, in newspapers such as the New China News and the Republic of China Daily, the tobacco advertisements and novels of Nanyang Brothers Tobacco Company are arranged together and set off against each other. These novels were written by the novelists Wang Bushen and Liu Huogong, who were hired by the company. Their contents include the popular themes at that time and the "advertising novels" that serve the products of the company. At the same time, around 1924, Nanyang Brothers Tobacco Company published these works and published a Collection of Picture Fiction as a supplementary to the semimonthly magazine by Liu Huogong and Wang Bushen. The cooperation between Nanyang Brothers Tobacco Company and novelists not only reflects the market influence of popular fiction writers at that time, but also shows the demand of modern newspaper industry for the support of commercial capital, as well as the increasing concessions and compromises of literary creation to the market.
【作者單位】： 上海師范大學(xué)人文與傳播學(xué)院;
【分類(lèi)號(hào)】：I207.42
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本文編號(hào)：2108665