论中国古代图书凡例中的植入广告

摘要

The article discusses the advertisements embedded in Chinese ancient books’ fanli (a specification about the book’s content or how the book was edited), which included advertising message, the notice to contributors,the fornotice of some other books’ publishing and the avowal of copyright. Such advertisements mostly appeared in the novel books printed in the Ming and Qing Dynasty, but we also could find them in other books.%中国明清时期图书出版者充分利用凡例位于一书卷首这一位置优势，在其中植入各种广告。坊刻小说之外，与科举考试关系较为密切的经义、类书、史书、总集以及子部中偏实用的如术数、医学类图书的凡例中也多植广告。这些广告包括夸耀性广告语辞、征稿广告、刻书预告以及版权警示语等，表达方式分直陈式与比较式，而后者尤见宣传技巧。图书出版史上的凡例广告对于当下图书出版业者仍有一定启示作用。