The Study Of Literary Advertising About Beixin

Beixin Bookstore was born in the stage of the emergence and development of modern Chinese literature,and the main force in the initial stage of new literature publishing.In the fierce publishing environment of modern literature,Beixin Bookstore has established its status as the "Big Brother of New Literature and Art Bookstore" through various advertising means and exquisite advertising strategies,and has become an important participant,witness and promoter in the development of modern literature.In the introduction part,the author gives an overview of the 30-year development of Beixin Bookstore,and defines the concept of "Beixin Literature Advertising".In the first chapter,the publishing media,propaganda objects and propaganda strategies of Beixin Literature Advertisement are sorted out and studied.The carriers of Beixin Literature Advertising are various,mainly focusing on newspapers,magazines and books of this edition.New Literature,Folk Literature,Children's Literature and Literature Series are the four main objects of Beixin Literature Advertising.Their propaganda means and strategies are flexible and attractive.The second chapter explores the dissemination and acceptance of Beixin Literature Advertisement.Beixin Bookstore not only vigorously propagandizes Lu Xun,Zhou Zuoren,Yu Dafu,Bingxin and other famous literary writers to make the Bookstore rise rapidly,but also pays attention to training and promoting new writers to ensure their sustainable development.Beixin Bookstore has realized and consolidated its new literary and artistic advantages in the continuous practice of literary advertising.The third chapter explores the literary value and historical value of Beixin Literature Advertising.Literary advertisement itself is a kind of literary"sub-text",which has the aesthetic and artistic characteristics of literature.It can provide readers with a "pre-reading" environment to enter the text reading smoothly and help the classicization of writers'works.At the same time,Beixin Literature Advertisement has recorded a large number of literary events and retained important information of literary history,which is a precious historical material of modern literature.