本文選題：《申報》 + 銷售廣告�。� 參考：《文藝研究》2017年09期

【摘要】：助賑啟事是晚清時期書畫家與新興出版業(yè)互利合作的特殊形式,由于助賑活動具有社會公益屬性,鬻藝者得以回避傳統(tǒng)價值觀"恥于言利"的束縛,通過大眾紙媒的幫助拓展鬻藝市場。在嘗試獲得成功后,這種模式得到海上書畫界的強烈關(guān)注,不僅藝壇巨擘紛紛參與,在之前不可能公開進入市場的部分書畫從業(yè)者也越來越多地加入鬻藝行列。隨著這一合作模式的普遍化,"助賑"的外衣被慢慢剝落,鬻藝啟事的商業(yè)性本質(zhì)逐漸得到凸顯,最終在社會認可上和個體心理上完成了由公益廣告到銷售廣告的過渡性轉(zhuǎn)變。
[Abstract]:Relief advertisement is a special form of mutually beneficial cooperation between calligraphy and painters and new publishing industry in the late Qing Dynasty. Because of the social commonweal nature of relief activities, jobholders were able to avoid the shackles of traditional values of "being ashamed of speaking and benefiting". Through the help of mass print media to expand the Yuyi market. After trying to achieve success, this model has received strong attention from the field of painting and calligraphy on the sea. Not only did the art giants participate in it, but also some painting and calligraphy practitioners who were not able to enter the market openly before also increasingly joined the ranks of Yuyi. With the popularization of this cooperation mode, the coat of "aid relief" is gradually flaking off, the commercial essence of the art advertisement is gradually highlighted, and finally the transitional transformation from public service advertisement to sales advertisement is completed in the social recognition and individual psychology.
【作者單位】： 南京藝術(shù)學院文化產(chǎn)業(yè)學院;
【基金】：國家社科基金項目“晚明書畫消費與文人生活”(批準號:16BA008) 江蘇社科基金重大項目“江蘇碑刻文獻整理與研究”(批準號:15ZD007)成果
【分類號】：J209.2

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