전근대 일본의 서적에 의한 광고 - 출판물과 상품 선전을 중심으로

Abstract

Since the middle of the Edo period, Japan has developed publishing organizations that are responsible for publishing culture, and the product distribution economy has developed and the increase of popular readers including women begins to be seen. Especially, the marketability of books is important, and the method of writing, illustration, publishing year and publisher is not recorded in books. Advertisements such as collection lists, basic notices, new advertising, medicines, cosmetics, and stores will be published together. In this way, this study focused on the commerciality and advertisement of books in the middle and late Edo period. The 18th and 19th centuries were the period when the market and capital were clearly under the development of the commodity distribution economy, and the literary works were also recognized as a product. The commercial and economic role of popular literature works in the 18th and 19th centuries was focused on advertisement that began to appear in classical literature works at that time. Also, the method of advertisement was visually examined through illustrations of popular books and records of the period. It was published as a simple foundation, starting with the advertisement of the collection list, and only for the propaganda of goods and shops, so the commerciality of books became even higher. Also, as a way to gain popularity among the public, it promotes the works of popular artists at that time or promotes the vitality of popular artists. The method of indirect advertisement using illustrations of works and direct advertisement using signboards for publicity in front of bookstores were also found to be diverse.