The Research Of Novel Advertisements On Universal Gazette

Universal Gazette is one of the important newspapers in the late Qing Dynasty.Its commentary articles and news reports witnessed the development and changes of social culture.At the same time,Universal Gazette has a certain renovation color so it agrees with Liang Qichao's viewpoints of enlightening the people through novels.Universal Gazette publishes a large number of advertisements of novels for the purpose of making profits.These novel advertisements are the projection of the late Qing novel in the cultural market,and behind these novel advertisement texts reflect the blending of social culture and novel in the late Qing Dynasty.Firstly,from the vernacular novel advertisements in Universal Gazette,we can see that the promotion of Vernacular Theory,the foundation of vernacular newspapers,the reduction of barrier for reading and the development of vernacular novel in the vernacular trend of the late Qing Dynasty.Secondly,the advertisement of women's novels in Universal Gazette reflects that the image of women became one of the important propaganda points in the advertisement of novels.Women began to write and translate novels Feminist novels became popular for a time,which was focused on in the social transformation.Thirdly,the establishment of the remuneration and copyright system reflected in the novel advertisements shows that the development of cultural market in late Qing Dynasty.The cultural market also became more orderly in the interaction with the development of the novel.At the same time,the marketing of the novel advertisements showed their magic power in the interaction with the cultural market,which also derived new marketing methods in that the value of commodities became more prominent.