期刊论文

Reader Acceptance and the Evolution of Opera Script Advertising Strategies

中文

印刷文化(中英文)

2096-8922

2023

02

73-81+98

2020年度国家社科基金一般项目《明清戏曲版画插图的形态、功能与审美风尚研究》（项目编号：20BZW086）阶段性成果；

本校为第一机构

从元代到清代，曲本广告大致经历了一个从发展到高潮再到归于平静的过程。整个过程中，读者的审美旨趣一直占据主导：当读者的需求仅源于曲本本身时，书坊主们的广告则围绕此展开；当曲本本身难以为继时，音释、插图、评点、点板等大量附加信息被引入进来，且越来越精致美观，异彩纷呈；当曲本本身和各种附加信息的卖点被轮番炒作之后，又渐渐归于平静，回归质朴务实的风格，此时读者的各种需求也都早已成为曲本广告的题中应有之义，只是以一种举重若轻的方式呈现出来。

From the Yuan Dynasty to the Qing Dynasty,advertising in opera scripts reached a climax before returning to a relatively low level of development,largely driven by readers'aesthetic demands.When readers focused solely on the scripts,bookmakers based their advertisin...MORE From the Yuan Dynasty to the Qing Dynasty,advertising in opera scripts reached a climax before returning to a relatively low level of development,largely driven by readers'aesthetic demands.When readers focused solely on the scripts,bookmakers based their advertising solely on the scripts.When scripts alone were insufficient...