论文部分内容阅读
近闻商务印书馆在某中央级大报以整版的篇幅做了一次气势磅礴、文化味十足的图书广告.藉以推销该馆修订的《现代汉语词典》。这一举措,不仅使读者耳目一新,而且填补了为单一重点图书做大版面广告的空白。然而像该馆如此做图书广告的可谓凤毛麟角。近两年来,翻开报纸,打开电视,图书广告形式单一,数量可怜,即使是专业类报纸,图书广告也显得苍白无力。这并非是因为广告收费标准高,抑制了制作者的积极性,而是书业界不少人拿不出商务印书馆的气魄和远见来,说到底是“酒香不怕巷子深”的旧观念在作怪。有相当一部分出版社认为
Recent News Commercial Press in a central newspaper to the entire length of the page made a magnificent, cultural taste of the book advertising to promote the museum revised “Modern Chinese Dictionary.” This move not only makes the readers refreshing, but also to fill a blanket for large-format advertising for a single key book. However, as the museum to do book advertising can be described as extremely rare. In the past two years, turning newspapers and turning on the television, books and advertisements have a single form and a small number. Even in the professional newspapers, books and advertisements appear pale and weak. This is not because advertising fees are high, inhibiting the enthusiasm of producers, but many people in the book industry can not get the Commercial Press’s vision and foresight, in the final analysis is the old concept of “wine is not afraid of alley” . A considerable number of publishers think