| Academic circles have paid more attention to modern literary advertisement in recentyears, separately collecting, analyzing, arranging and researching them from various angles.Their focus and researches profit from attention to an important part of historical data,which is the studies of modern literary advertisement,. During the30developing years ofmodern literature from1915to1949, published literary advertisements is very numerousand jumbled. Publishing media are various, including newspapers, magazines and books.As for newspapers and magazines, they are pure, quasi and non literary with variouscontents. Strong literary significance and scholarliness are characteristics of new literaturewriters' literary advertisements, compared with those of popularity, bluntness and densecommercial atmosphere of popular literature writers. At the same time, the number ofwriters on creating literary advertisements is very large, even containing some modernfamous. In these advertisements' background, there exists a common thing: As atransmitting way of mass media for modern literary advertisements, it again representsmodern literature's developing history in some degree and also certain periods' literaryecology prominently.The paper thinks that modern literary advertisement is an important part for theresearching on its historical materials, a central angle for literature history research as wellas a significant channel for analyzing and revealing of modern literature communication.From the analysis of typical literary advertisements, it can reproduce the occurring processof modern literature.The introduction will show us the former researching findings on literary productionand consumption, and also modern literary advertisements. Then it will put forward the keyproblem, researching methods and thoughts. When it comes to the choice of variousmodern literary advertisements, the paper will mainly focus on the following factors. First, choices of these advertisements must be typical. As one type of historical researchingmaterials of modern literature, its advertisements should be the crucial aspect of its historyresearch and the important channel for analyzing and revealing the modern literaturecommunication. Meanwhile, they can reproduce the occurring process of typical literaryevents and restore literary ecology of certain periods. Second, the communication historyof modern literature is a continuously appearing, developing and enriching period for massmedia, mainly being newspapers, literary journals and books; a constant founding andreplacing process for literary groups; an unceasing multi-developing time for literary style,such as Left-Wing, Beijing style, Shanghai school and Mandarin Duck and Butterfly(popular) literature; and a gradually public-accepted history. Combined with the timeconcept of this researching topic, the paper will categorize years from1915-1949into threeperiods, each choosing different emphasis. From literary advertisement point of view, itwill do analysis on the editing and publishing of literary journals and books, founding andreplacing of literary groups, together with the multi-developing features of various literarystyle. In accordance with this thought, the paper will discuss in5detailed chapters.The first chapter will probe into the transition of literary environment as well as therelationship between modern literary advertisements' creation and development. Theessence of literary advertisements is commercial ones, though this kind of commodity isrelatively special. Literary advertisements are the information appeared in newspapers,literary magazines and books, with the propaganda of literary books as its main contents.As a commercial conduct, the reason why they are created mainly lies in three aspects:writers, readers and media. As communication, they are the starting point of theirtransmitting events. No advertisers, no advertisement communication. The advertisers ofliterary advertisement are writers, exactly speaking, modern professional writers. They liveon writing and get paid by remuneration, willing and wanting to advertise for their worksgreatly, which also have created the power and origin of literary advertisements. Ifadvertisers are said to be the starting point of advertisement communication, theirdestination and goal should be readers. Writers are willing to advertise for their workseagerly and readers also have the need for literary advertisement. Apart from the startingand terminal point, there are also some necessary media involved in its communication.Innovation of the printing technology, boom in the number of newspaper kinds and offices,publishing houses, and an important characteristic of modern literary advertisement's spreading media—a variety of journals, all belong to one publishing house. Advance in therapid spreading effect embodied in literary advertisement communication are results ofsharing advertisement resources and multi-publicized advertisements, bringing about thedouble effect of advertisement publication. After doing brief analysis of transformation andrelationships of "the tree factors" in literary environment and advertisements, this chapterwill also summarize the developing process of literary advertisement from board to thepress, the important characteristic of "great writings in small advertisements" formed bythe combinational work of famous literature writers and advertisements, and alsopopularization by modern publishing press.The second chapter will summarize the relationship between literary advertisementsand dissemination introduced by articles, respectively from three key words: advancenotice, presentation and revelation.The paper will show that influences of literary advertisement on modern literaturedevelopment are centrally represented in its communication. The word communicationmeans transmission or operation of social message or its system. Men's socialcommunication is a sharing activity of information, carrying on and representing a certainkind of social relationship. Taking social nature into account, communication is a doublesided social interaction. One of the important presuppositions for this is that transmittingand receiving parts must have a mutual space of meaning, which could be an action, aprocess and a system. During the30developing years in modern literature from1915-1949,a vast amount of literary books and journals have come out because of flourishes inliterature creations and publications. Moreover, literary advertisements have exerted greatefforts in solving how to popularize works to readers and establish the common meaningspace between writers and readers. First, advertisements give advanced notice of the birthof literary journals and works as well as start publications and publishing of particularjournals. Second, the premonitory function and effect are restricted in either contents orpublishing channels, the latter of which has huge influence on expanding the reputation ofjournals and publishing house. Third, various types of public notices, for example, startingjournals and new columns, inserted on them are important advertising letters, playing avital part in heralding and revealing the magazines' features.As for its presenting function, the paper thinks that premonitory of literary works andjournals always feature in works introduction and journals goals, demonstrating the main contents and stylistic flavors simultaneously. Apart from this, literary advertisements arerepresentations of certain literary ecology to some extent, which can be illustrated with theexample of the advertisement "How to Create Nicknames to Writers in their Names"published in the13thLiterary News on June,8th,1931and that of18thon July13th.The revealing function has a distinction between broad and narrow sense. The broad,though has some differences in degrees, includes the contents of advance notice andpresentation. The narrow, however, emphasizes the revealing process of literary activitiesand dynamic occurring related to advertising texts of one literary activities propagated bynewspapers and journals of the same or different periods. By researching on theadvertisements once appeared on Life Weekly and the starting journal of Literature, thispaper will bring to light the editing guidelines, contents features and the creating process ofthe magazine Literature.The third chapter will analyze establishments of some important literary journals andgroups from the first10developing years from1915to1927.At first, it will analyze therelationship between New Youth's creation, edition, publishing and literary advertisement.After analyzing New Youth's advertising features and marketing strategies, the paper willshow that relationship between New Youth and Jia Yin, New Youth's reader orientation,editing guidelines as well as its "elite" tendency could be revealed not only from NewYouth's advertising policy in macro-level, but also from the advertisements, the startingjournals "public notice" and publishing advertisements of "Weekly Review" on New Youthappeared in the magazine "Jia Yin". The second part of this chapter will take generalregulations and declarations of The Literary Research Association as the researchingexample. In the general regulations, the aim of researching and introducing creation fromChinese old literature to new one in gathering of world literature, combined with threenotions in the declarations: keeping up a friendship, enhance knowledge, and set up thebasis of works trade union, will be discussed in detail. The third part will choose sectionsof reform declarations, special features, and fore notice of the column of Former Books,New Comments in Novel Monthly as the researching target. After doing analysis on thereform declarations, the paper will point out that Novel Monthly is by no means a simpleliterary product as that of creation, although there are reform goal, power, actual effects,modern needs brought about by cultural and ideological crisis, and pressure coming fromNew Culture Movement. The reformation of Novel Weekly is not so much a literature revolution, a fracture as an algamation involving Commercial Press features. With theanalysis of special features, the paper will think that Novel Weekly in the innovation periodhas clear thoughts of literature translation and introduction. One important reason for thetranslation and introduction of small and weak nations' literature, centered as Russian, iscomparisons of different countries' conditions. As for that of fore notice of the column ofFormer Books, New Comments, it will put selective focus on the relationship betweenrearranging the national heritage and new literature movement.The fourth chapter will do analysis on founding of important literary groups, editingand publishing of works, and characteristics of popular literature, one of the two wings ofmodern literature, from the second10developing years of1927-1937. The first part willstart with advertising prints of "Foundation of the Association of Chinese Left WingWriters" appeared in the third stage, first volume of the magazine Pioneer on March10th,1930. By following this, it will analyze the relationship between foundation of the LeftWings and controversy of the revolutionary literature, the organizational function createdby Left Wings Association to its work creations in1930s, the recurring process from LeftWings to Chinese Artists Association. The second part will set a researching example withfore noticing of Lu Sun's complete works appeared in every kind of press after his deathand then analyze its publishing process. The third part will select the researching targetwith publishing advertisements of two magazines Red Rose and Violet, trying tounderstand some important features of this period's popular literature. This paper thinksthat there also exist the similarity and diversity between series of Red and Purplemagazines. The similarity is that they all based on the citizen class. The diversity, however,is outstandingly represented in the fact that The Purple series, in comparison to the Redseries born from game tabloids, have strong atmosphere of famous writers as well as seekinterest and popularity.The fifth chapter, through literary advertisements, analyzes editing and publishing ofimportant reportages and collections, and the complicated process in opera's creation andperformance from the third10developing years from1937-1949. In this period, Chinawent through a huge transformation in political situation, war situation reversing intomodern literature communication. The first change was in creativity. On one hand,summary publishing work of the recent Anti-Japanese Literature still continued; on theother hand, liberated area were becoming prominent in literature. Following this thought, the three parts of this chapter will separately choose three examples as the typicalresearching goals, discuss and then analyze. The first is the publication of notice of OneDay of China appeared in the Work and Learning Series of March10th,1937and the1stvolume,3stage of the newspaper Light of August,10th,1936. The second is that ofTwilight Literature Series in the third volume, third stage of the magazine Renaissance ofMay1st,1947. The third is the performance The White-haired Lady by Luyi working partyappeared in the second edition of Liberation daily published on June10th,1945. Afteranalyzing the first example, it will represent the editing process of One Day of China. Itwill also do research on its influence on the Liberated area's book One Day in CentralHebei and the upsurge for creations of Chinese reportage in period of Anti-Japaneseinvasion. From the second example, it will reveal the editing process of literaryadvertisements and collections. Combined with advertisements of some former books, suchas Corner of the Books, The Young Companion Literature Series and China's NewLiterature, in the angle of comparative studies, it will analyze the relationship amongmodern literature, modern publications, markets and modern academic. From the last, itwill try to reproducing the complex process of creation and performance of TheWhite-Haired Lady in way of analyzing advance notices of performances of this operaappeared in different periods of Liberation Daily.The conclusion will summarize the main points and contents and also look into thefuture of this topic. |
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