肖像廣告：唐少村興賢堂與中日書籍貿易

Commercial Portrait: Tang Shao-cun's Xingxiantang and the Book Trade between China and Japan

林振岳(Lin, Zhen-yue)

《國立臺灣大學美術史研究集刊》 53期 (2022/09) Pp. vi-vii+185

https://doi.org/10.6541/TJAH.202209_(53).0004

摘要

廣告傳播史、印刷史論著常常提到「唐少村興賢堂」，作為明代書坊肖像廣告的典範。唐少村使用自己肖像作為廣告，並印有「本坊精選新舊足冊好板書籍，倘有殘篇短缺，認明興賢堂書鋪唐少村無悮」的品質擔保承諾，在書業廣告中別具特色。過去學者認為唐少村興賢堂所處年代是明萬曆年間，在圖書版本上往往也將唐少村興賢堂作為一個出版書坊著錄。本文從圖像形象、目錄調查以及書籍流通史的角度進行考察，認為唐少村戴笠形象的肖像廣告是受到清代肖像藏書印的影響而產生，並非明代廣告。通過調查現存帶有唐少村廣告的書籍五十餘種，可證實興賢堂是清道光年間的一間銷售新舊書籍的書鋪，並非出版書坊。文中進一步從清朝晚期中、日兩國書籍傳播史的角度分析，考察唐少村參與漢籍外銷的史實，證實興賢堂是蘇州的一家書鋪，並推測其肖像廣告可能主要用於外銷日本的漢籍之上。

關鍵字

肖像廣告 ； 廣告史 ； 出版史 ； 書籍傳播史 ； 唐少村興賢堂

並列摘要

The scholarly discussion on the history of advertising communication and printing often cites the ＂Tang Shao-cun's Xingxiantang (Xingxian Hall Bookstore owned by Tang Shao-cun)＂ as a paradigm for commercial portraiture used by bookstores of the Ming Dynasty. Tang Shao-cun utilizes his own portrait as an advertisement printed along with a quality assurance commitment that his ＂bookstore offers an excellent selection of abundant well-printed new and used books. Look no further than Tang Shao-cun of the Xingxiantang Bookstore if there is any defects or shortages＂, a distinctive character among the Ming book industry commercials. Scholars had previously dated Tang Shao-cun's Xingxiantang to the Wanli period of the Ming Dynasty and often considered the book editions of Tang Shao-cun's Xingxiantang a publishing house. This essay takes a departing point based on the investigation of image iconography, catalog survey and book circulation history, this paper argues that the portrait advertisement of Dai Li's image published by Tang Shao-cun was influenced by the exlibris seal of the Qing Dynasty rather than by the Ming advertisement. By examining more than 50 kinds of existing books with advertisements of Tang Shao-cun, Xingxiantang can be verified as a bookstore selling new and used books during the Daoguang period of the Qing Dynasty rather than a publishing house. The article further analyzes the history of book circulation in China and Japan in the late Qing Dynasty in order to survey Tang's involvement in the history of the export Chinese books, demonstrating that Tang Shao-cun's Xingxiantang was in fact a bookstore in Suzhou. This type of portrait advertisement was possibly primarily used for Chinese books exported to Japan.

並列關鍵字

Commercial Portrait ； book communication history ； publishing history ； advertising history ； Tang Shao-cun's Xingxiantang

參考文獻

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