【作者】 刘颖慧；

【导师】 陈大康；

【作者基本信息】 华东师范大学 ， 中国古代文学， 2011， 博士

【摘要】 晚清时期报刊上的小说广告,是反映晚清时期小说创作、出版、销售、阅读等状况的珍贵史料,对晚清文学研究尤其是小说研究意义重大。作为文学活动的参与者,小说广告是小说及其作者、读者、书局之间不可缺少的媒介,它参与了小说从创作、出版、印刷、销售、阅读的各个环节,对晚清小说的发展至关重要。晚清报刊上的小说广告不但数量庞大,而且内容丰富。通过对小说广告的考察,我们能够看到晚清小说最真实的存在状态。近年来,导师陈大康教授带领弟子们拍摄、整理了全国各大图书馆、以及港台、美国部分图书馆馆藏的大量晚清报刊小说资料。论文意在通过对五家晚清主要报刊小说广告的第一手资料,进行系统、全面的分析,进而对晚清小说的创作、出版、印刷、销售和传播等环节进行几个专题性的考察,主要包括四个方面的内容：晚清小说广告的状态；晚清广告对小说创作的影响,晚清广告对小说营销、传播的影响,晚清广告在作者小说与读者间的媒介作用。论文研究的范围是我们业已整理出来的晚清五大主要报刊《申报》、《新闻报》、《中外日报》、《神州日报》、《时报》上的小说广告,以及《世界繁华报》、《游戏报》等代表性小报上的小说广告。论文共分四章。绪论部分简述广告在近代小说研究中的价值,本论题的意义,前人研究状况综述,以及论文借鉴广告传播学内容分析法,以晚清五大报刊小说广告文本为研究对象,以问题为中心,以材料为依据的分析方法和研究框架。论文第一章简述晚清时期报刊广告的内容和风格、类别和形式、版式和刊例、广告理论等,其次对晚清报刊小说广告的形式、种类、风格,特别是对晚清小说广告的内容,分三个阶段进行了分析说明。论文第二章对晚清小说广告中最重要的营销广告进行了探讨。在晚清五大报刊小说广告中,数量最多的是小说营销广告。大量的小说营销广告向我们揭示了晚清时期小说销售网络逐步扩大的过程；也向我们展示了晚清时期小说市场上出现的减价出售、同业批发、按月缴银,发行预约券、小说租赁等主要销售方式；以及节庆促销、免费赠阅、小说买赠活动等促销形式。论文第三章主要探讨晚清广告与小说创作及创作理论的关系。小说稿酬制度的建立,是晚清小说作家走向职业化、小说创作市场逐步完善的表现之一,这一过程,在当时的报刊广告中得到了较完整的体现；另外,晚清报刊刊载了大量的搜书征文广告,这些征文广告,不仅反映了晚清小说观念的演变过程,也曾影响晚清小说的创作实践。论文以早期申报馆的搜书征文广告为中心探讨了报刊搜书征文广告对小说创作的影响；对晚清小说广告中所涉翻译小说、侦探小说、短篇小说以及小说分类等相关理论进行了梳理；并尝试在此基础上探讨小说广告之于晚清小说理论建构的意义。论文第四章主要论述小说广告作为小说作者、书局以及读者媒介的特征和意义。在晚清小说的发展过程中,读者之阅读,作者之创作,报馆书局之印刷及刊行,乃是一个无法分割的有机整体。在这个整体的运作过程中,读者是核心,作者的创作及书局的印刷刊行都以此为中心,在小说市场中进行。本章分别以《世界繁华报》之《官场现形记》广告、《申报》上的插图本小说广告、以及晚清各报上的《月月小说》广告为中心,通过三个专题对晚清时期小说作者、书局和读者的关系进行了考察。总之,论文以问题为中心,以五大晚清报刊小说广告材料为依据,尽量把业已有所思考的几个主题,纳入到小说创作、出版、销售和传播这几个环节中。但是有些部分思考还很粗浅,整篇论文的系统并不是很平衡,仍有待进一步的完善。更多还原

【Abstract】 The novel advertisements of Late Qing Dynasty are valuable historical data to reflect publishing, marketing, and reading status of the late Qing period novels, It had important meaning for Literature research, in particular for the late Qing Novels research. As a participant in literary activities, the novels advertisements are indispensable media between the fiction authors, readers, publishers, It is involved in the various links about novel, from the creation, publishing, printing, marketing, reading, it’s Vital for the development of the late Qing novel. Late Qing Dynasty newspaper advertising is not only a huge number of novels, but also rich in content. We can see the late Qing fiction’s most authentic state of existence by the research of the novel advertisements of Late Qing Dynasty.In the past seven years, under the leadership my doctoral supervisor, Professor Dakang Chen, my classmates and I has taken pictures as well sorting a lot of data on Reaching the press novels from major national libraries, as well as Hong Kong and Taiwan and some United States university library collection. Base on systematic and comprehensive analysis for the first-hand information on the late Qing novel advertising from the five major newspapers,to conduct, This paper is intended to do some monographic study about publishing, printing, marketing and communication links about the Late Qing novels. The delimitation of research scope is the late Qing novel advertising data that we had already sorted from the five major newspapers, there are ShenBao, Xinwen Bao, Zhongwai Ri Bao, Shenzhou Ri Bao, Shi bao, as well include in some novels advertisements on some typical tabloid such as Shijie Fanhua Bao and Youxi Ba, and so on.The Paper is divided into four chapters. Introduction part brief the value of study about advertising in the modern novel research, the significance of this thesis, the overview about previous studies, and problem-centered, material-based research methods. Firstly,the first chapter of the paper brief descript the content, style, type and form layout, and published cases, advertising theory about the late Qing period newspaper advertising. Secondly, paper descript the form, type, style, especially contents the late Qing period newspaper novels advertising by divided it into three phases.The second chapter of the paper focuses on advertising of the most important marketing campaigns advertisements for novels in the later Qing Dynasty newspapers and magazines. From a large number of advertisements of the novels,it was Summed up that sales network, marketing methods, promotion methods; meanwhile, the process of an orderly market in the novels of the late Qing are reflected by the development and changes in these advertisements as well. Most of all the novels advertisements in the five major newspapers during the late Qing Dynasty are marketing campaigns advertisements. the largest number of advertising marketing advertising reveal us that a gradually expanded process of the sales network for the late Qing period novel, as well, reveal us the main sales methods appearing on the novel market during the late Qing period, such as Sold at reduced prices, Wholesale with trade discount, Monthly installment, Reservation certificates issued and Rental of fictions, etc.In ChapterⅢ, papers discussed the relationship between the late Qing novel advertisements and the late Qing novel writing and their theory as well. There are three topics about it. Firstly, the establishment of Remuneration system for the novel is one of the performances that Late Qing novel writers move toward professionalism, novels markets are gradually improving, and this process has been more completely expressed at the press novel advertising during that period. Secondly, the late Qing newspapers published a large number of book searching and essay advertising. These advertising which scattered throughout the newspapers and magazines not only reflects the evolution of the concept of late Qing novel, but also closely related with novel-writing. For the center with the Book searching and essay advertising in early Shen Bao Newspapers, the paper discusses the impact on novel-writing come from there book searching and essay advertisings. Furthermore, the paper also briefly discussed some theory about the translated novels, detective novels, short stories, category theory of late Qing novels, which were involved in the advertising of the late Qing novel.In ChapterⅣ, Paper discussed characteristics and significance of the novels advertisements as an indispensable media between the fiction authors, readers, publishers, In the process of late Qing novel development, readers reading, the author’s creation, newspaper bookstore’s printing and publishing, all these three parts are regarded as an organic whole can not be separated. In the overall operation of this process, the reader is the core, Authors and publishers work around this center in the novel market. In this chapter, the late Qing period fiction authors, publishers and their readers were studied separately through three themes.In short, problem-centered, five late Qing newspaper novel advertising material as the basis, as far as possible the paper try to put a few themes which has already been thinking into the link of the novel writing, publishing, marketing and spreading. But some part of the thinking is still very rudimentary, entire system of the paper is not very balanced yet, need to be further improved.更多还原