Advertisement Production,Knowledge Reconstruction,and Canonization of Communication from a Micro Perspective on the Sinicization of Marxism in Modern China Based on Advertisements in Shanghai Weekly
Books are different from ordinary commodities,which are carriers of knowledge,ideas and values. Book advertisements disseminate the commodity value of books as well as the cultural value they contain. In the process of spreading Marxism in modern China,books are the most important communication carrier. As an important part of the process of publishing,distributing and reading Marxist books,advertisements solve the problem of "the last kilometer" of how the books are known to the public,which is the "re-creation" of the knowledge conveyed by the books themselves. This paper examines the advertisements of Marxist books published in Shanghai Weekly during the war period,and clarifies the complex relationship between the main text (Marxist books),the subtext (advertisements of Marxist books),the narrator of the subtext (the publisher or the book editor),and the time and space of the main and subtext narratives in the context of multi-contextual analysis. It is found that Marxist book advertisements as "subtexts" link multiple parties to constitute a new field of power,where publishers,writers,editors,readers,etc.,use advertisements as a medium for presenting the main ideas of the book in a potted manner through citation,narration,interpretation,interaction,etc.,to establish readers' first impression of the book,and at the same time,make readers produce purchasing behaviors,and then enter into the Marxist doctrine of being read and accepted link.
Sinicization of MarxismAdvertisingShanghai WeeklyComplementary Text
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