明代书业广告对文学创作的影响

The Influence of Ming Dynasty Book Industry Advertising on Literary Creation

摘要: 明代书业广告兼具商业与文化的双重属性，与文学创作之间存在深刻互动。明初，王逢、宋濂等文人的创作在题材与手法上的显著变化，已显现出出版传播意识对文学创作的早期影响。至明中后期，戏曲、小说的繁荣，更与序跋广告的推动及书坊主深度介入创作密切相关。书业广告不仅作为文本附件存在，更逐渐内化为一种影响文学观念、文体地位及生产方式的结构性力量，对明代文学史的塑造具有重要意义。

Abstract: Advertising in the Ming Dynasty’s book industry has both commercial and cultural attributes, and there is a profound interaction between it and literary creation. In the early Ming Dynasty, significant changes in themes and techniques were evident in the works of literati such as Wang Feng and Song Lian, demonstrating the early influence of publishing and dissemination consciousness on literary creation. In the mid to late Ming Dynasty, the prosperity of traditional Chinese opera and novels was closely related to the promotion of prefaces and postscript advertisements, as well as the deep involvement of bookstore owners in creative work. Advertising in the book industry not only exists as text attachments, but also gradually internalizes as a structural force that influences literary concepts, literary status, and production methods, and has significant implications for shaping the literary history of the Ming Dynasty.