南洋兄弟烟草公司“广告栏小说”刍议

发布时间：2018-07-08 20:35

  本文选题：广告小说 + 南洋兄弟烟草公司　； 参考：《兰州学刊》2017年05期

【摘要】：1919年9月至1920年初,南洋兄弟烟草公司为了促进商品销售开创了一种新的广告模式——在其广告版面刊登"名家小说"来吸引读者\消费者的眼光。于是在《申报》《中华新报》《民国日报》等报纸中,南洋兄弟烟草公司的烟草广告与小说排在一起,互相衬托。这些小说由公司聘请的王钝根、刘豁公等小说家创作,其内容既有当时流行的题材,又有专门服务于公司商品的"广告小说"。同时,在1924年前后,南洋兄弟烟草公司还将这些作品进行了选编出版,刊印了一部《图画小说汇编》,以作为刘豁公、王钝根主创的《心声》半月刊的附赠阅读物。南洋兄弟烟草公司与小说家的合作,既反映了当时通俗小说作家作品的市场影响力,也说明近现代报刊业对商业资本支持的需求,以及文学创作对市场越来越多的让步与妥协。
[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.
【作者单位】： 上海师范大学人文与传播学院;
【分类号】：I207.42
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本文编号：2108665