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20—30年代的出版社多是自办发行,书刊的销售情况与出版社的生死存亡休戚相关,所以各出版社在推广宣传工作上投入了大量人力和资金,书刊的版面空白处成为宣传的重要阵地。翻开那个时候出版的书刊,在封二,封三、封底和书刊的插页,随处可见书刊的广告。特别是20年代末30年代初,出版业呈现出前所未有的空前繁荣局面,通过广告宣传推销出版物,树立出版社在读者心目中的良好形象,成为出版业获得事业成功的重要手段。细观这些书刊广告,或只举目录,或兼及内容提要,编排疏密有致,形成了现代书刊广告的特色,至今为出
Since the publishing houses in the 1920s and 1930s were mostly self-publishing, the sales of books and periodicals were closely related to the survival of the publishing houses. Therefore, the publishing houses invested a lot of manpower and funds in the promotion and publicity work, and the blank space of books and periodicals became an important part of propaganda. position. Opened at that time published books and magazines, seal two, seal three, back cover and books inserts, advertisements can be seen everywhere. Especially in the late 1920s and early 1930s, the publishing industry has shown an unprecedented prosperity. It has been an important means for the publishing industry to succeed in its business by promoting publications through advertising campaigns and establishing a good image of publishers in readers’ minds. The microscopic view of these books and periodicals ads, or just list, or both the content summary, layout sparsely populated, forming the characteristics of modern books and periodicals ads, so far out