Literary advertisement is one of the important means to popularize and receive literary works,but the development course of literary advertisement is quite tortuous.This paper investigates the mechanism and function of modern and contemporary literary advertising field,and proposes new ideas for literary adver-tising communication on the basis of summarizing historical experience and observing the operation of real media.Recreating the literary advertising field with the help of media technology innovation,it is necessary to view literary advertising from the perspective of integrated communication,accept new communication inter-mediaries such as films,literary awards,new book sales and live broadcasting with an open and inclusive mind,promote the customization,differentiation and demassification of literary advertising communication,and achieve the balance between literary creativity and marketization to stimulate the enthusiasm of readers to read literary works.
NETL
NSTL
万方数据
