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中国戏曲艺术,作为产生于农村,发展于城市的艺术样式,自身带有强烈的市场印迹,同时也有着久远的市场竞争传统。广告,作为一个现代语汇,对于戏曲来说却是一个与生俱来的市场行为。戏曲广告有多种形式,在过去的很长一段时间内,都起着吸引观众、开拓市场、传播戏曲文化的作用。在当代社会,戏曲重新被纳入到文化市场当中,如何发挥戏曲的广告传统,充分利用当代广告媒介,对戏曲进行全方位的言传与推广,是当前戏曲从业者应当深入思考的问题。
Chinese opera art, as an art style originating in rural areas and developing in the cities, has a strong market imprint itself and also has a long tradition of market competition. Advertising, as a modern language, is an innate marketing act for drama. There are many forms of drama advertising, in the past a long period of time, have played to attract the audience, market development, dissemination of opera culture. In contemporary society, opera has been re-incorporated into the cultural market. How to give full play to the traditional advertising tradition of drama, make full use of contemporary media, and make a full range of propaganda and promotion of the opera is a question that current opera practitioners should think deeply.