摘要
《申报》在1877年至1904年间就先后开展了三次小说征文广告活动。从中我们可以清晰地找到清末报刊转型对小说征文广告效应的影响,表现在清末报刊由开启民智和政治宣传的受众引导,转向满足和迎合受众阅读消费心理,引起小说认识度不断提高,参与小说创作的作者群不断扩大,使得报刊小说征文广告的效应不断强化——小说征文作者队伍扩大,小说创作数量剧增,小说质量水平不断提高。
As a commercial newspaper at the end of the Qing Dynasty, Shen Daily had to meet the needs and minds of its readers so as to make proift. The call for ifction is a good way to attract the readers＇ attention and involvement and to gain much publicity. From 1877 to 1904, Shen Daily had carried out the call for three times. According to the number of participants and the quantity and quality of the collected works, it clearly shows that the inlfuence of the transition of the newspaper from enlightening and guiding people politically to meeting the needs and minds of its readers in the late Qing Dynasty on the publicity of the call for ifction promoted the popularity of the ifction, increased the number of writers, and enhanced the quantity and quality of ifction writing.
出处
《东方论坛（青岛大学学报）》
2014年第5期115-120,共6页
Eastern Forum（JOURNAL OF QINGDAO UNIVERSITY）
关键词
清末
报刊转型
《申报》
小说征文
广告效应
late Qing Dynasty
transition of newspapers
Shen Daily
call for ifction
advertising effect
