Research On Novel Advertising Discourse Of THE SHUN PAO(1872-1911)

THE SHUN PAO,the longest-running newspaper in modern times,has established its commercial status since its publication.THE SHUN PAO not only pursues commercial profits,but also follows the concept of"newsprint",that is,social responsibility,so the historical materials are of great value。Modem’s novels play a connecting role in the history of Chinese novel development.With the modern novel advertisement entering the novel industry chain,the novel advertisement has a special influence on the development of Chinese novels.Advertising has been improved in language form,paying attention to its conciseness,refinement and diversified expression effect as an information symbol,which has played a great role in promoting social and ideological progressThis paper selects the novel advertisements published in THE SHUN PAO from 1872 to 1911,and adopts the exhaustive sorting method to establish a corpus of 409 articles and 66,139 words of novel advertisement discourse in THE SHUN PAO.This paper is divided into four parts:the introduction of the research object,innovation and research design for the overall analysis.The first chapter analyzes the construction of novel advertising,advertising discourse and corpus.The second chapter makes an objective analysis of the advertising discourse based on the corpus,and then obtains the vocabulary,sentence pattern,rhetoric and discourse features of the advertising discourse in THE SHUN PAO novels.The third chapter analyzes the discourse practice of the advertisement in the novel of THE SHUN PAO,involving the theme production,appeal strategy and narrative characteristics of the advertising discourse,and summarizes the discourse practice characteristics The fourth chapter analyzes the advertising discourse of THE SHUN PAO novel from the perspective of social practice.This chapter mainly analyzes the marketing strategy presented by discourse,the process of promoting the development of vernacular language,the prosperity of cultural market,the inspiration to consumer consciousness and the inspiration to cultural products under the current media environment.of the advertising discourse in the novelBased on the corpus and Fairclough’s discourse theory,this paper studies the novel advertising discourse of THE SHUN PAO with the knowledge of linguistics,marketing,rhetoric and communication,in order to objectively present its language features,as well as the relationship between advertising discourse and social changes in discourse practice and social practice.