"Fiction Times" Book Advertising Research

The late Qing Dynasty,With the rise of modern newspaper advertisements,Novel Times Newspaper was born.In the social transition period,Novel Times Newspaper issued for nine years,shocked by the Western culture and the books advertisements has shown characteristics of the transition period.In addition,as a famous literary publication of "Times" series,Novel Times Newspaper issued in a wide range of the country,leading the trend in advertisements marketing,published a large number of books advertisements.This paper takes the books advertisements of Novel Times Newspaper as the subject of study with the help of communication,advertising,literature,history and other related disciplines theory,so this paper analyzed the books advertisements of Novel Times Newspaper from backgrounds,types,audiences,skills,functions,shortcomings and inspirations and so on.This paper is divided into six chapters,the introduction part discusses the meaning and innovation of the topic,and summarizes the academic research on Novel Times Newspaper.In chapter one,analyzing the "publishing industry","modern newspaper ads",and "‘Times' series”three aspects from macro to micro perspective,so as to understand the background of Novel Times Newspaper books advertisements.In chapter two,according to the text type,the books advertisements is divided into painting and calligraphy books advertisements,fiction books advertisements,poetry books advertisements and other books advertisements.In order to understand the situation of the book market at that time,combined with statistical data and historical background to analyze these types of advertisements' profiles and causes.In chapter three,using the media and the audience's theoretical knowledge,analyzesthe audience types and needs of the Novel Times Newspaper and discusses the interactive relationship between book advertisements and audiences.In chapter four,from the aspects of layout,appeal,promotion and repetition,summarizes the skills of book advertisements in "Novel Times".In chapter five,analyzes the objective function of Novel Times Newspaper by the influence in the audience,"Time" series and social atmosphere.In chapter six,summarizes the shortcomings of Novel Times Newspaper's book advertisements by comparative analysis.At the same time,comparing itself with the contemporary publications,avoiding weakness,the article analyzes the enlightenment significance of the book advertisements of Novel Times Newspaper for the modern publishing industry.