1890-1891年《申报》影戏广告研究

摘要

对《申报》广告进行检视，不难发现，同时期的商品广告，已呈现出分阶段的广告策略，而戏曲广告，尤其是夹杂在戏曲广告中的电影广告，不仅广告文案的差异性很小，且广告策略的制定也慢了许多。整体而言，1890年没有任何影戏广告，1891年出现了3个广告主、7条影戏广告和12条疑似影戏广告的投放，全年影戏广告呈现“一月纠缠，九月孤单”的特征。研究这一时期的电影广告，将帮助我们重新认识处于电影发生期的1890年至1891年，电影传入中国的过程。%If we examine advertisements printed on Shen Bao ( Shanghai News ) , it is not difficult for us to find that contemporaneous product advertisements had already presented a staged advertising strategy, but advertisements of traditional Chinese opera , especially movie advertisements that were mixed up with opera advertisements , had shown very small differences in advertising copy , and the formulation of advertising strategies was also much slower .On the whole , no movie advertisements appeared in 1890; there were three advertisers in 1891 , with seven movie advertisements and 12doubtable movie advertisements were released .By studying movie advertisements during this period , we re-understand the process of movies ’ introduction to China .