The Advertisements For Novels In The Later Qing Dynasty

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 Chapterâ…¢, 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 Chapterâ…£, 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.