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广告是戏曲传播的一种重要形式。因媒介技术的制约,宋元以来戏曲广告的表现形式不断获得发展,《申报》戏曲广告的出现则意味着一种新型媒介开始介入戏曲艺术。伴随着当时戏园竞争的日趋激烈,报纸广告遂成为主要的竞争手段之一,戏曲广告不再局限于剧目演出讯息的传达,广告自身的“效应”被提上日程,传播具有了更加“自觉”的意义,戏曲艺术的现代化进程也不断推进。
Advertising is an important form of drama. Due to the restriction of media technology, the performance of drama advertisement has been continuously developed since the Song and Yuan Dynasties. The advent of “Shen Bao” drama advertisement means that a new type of media has begun to intervene in the drama art. With the increasingly fierce competition in the theater at that time, the newspaper advertisement became one of the main means of competition. The drama advertisement was no longer limited to the communication of the performance information of the drama. The advertisement itself was put on the agenda and spread more “Consciousness ” significance, the modernization of opera art also continue to advance.