“助赈启事”与晚清书画鬻艺活动——以《申报》相关刊载为例

发布时间：2018-06-12 05:22

本文选题：《申报》 + 销售广告　；参考：《文艺研究》2017年09期

【摘要】：助赈启事是晚清时期书画家与新兴出版业互利合作的特殊形式,由于助赈活动具有社会公益属性,鬻艺者得以回避传统价值观"耻于言利"的束缚,通过大众纸媒的帮助拓展鬻艺市场。在尝试获得成功后,这种模式得到海上书画界的强烈关注,不仅艺坛巨擘纷纷参与,在之前不可能公开进入市场的部分书画从业者也越来越多地加入鬻艺行列。随着这一合作模式的普遍化,"助赈"的外衣被慢慢剥落,鬻艺启事的商业性本质逐渐得到凸显,最终在社会认可上和个体心理上完成了由公益广告到销售广告的过渡性转变。
[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.
【作者单位】：南京艺术学院文化产业学院;
【基金】：国家社科基金项目“晚明书画消费与文人生活”(批准号:16BA008) 江苏社科基金重大项目“江苏碑刻文献整理与研究”(批准号:15ZD007)成果
【分类号】：J209.2

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