广告性纵观“五·四”新文化运动以来的中国出版物,几代装帧设计家们在封面设计中无不孜孜以求其艺术性。在深幽的书斋,宁静的案头,艺术性确是堪予玩味的。近数十年来,随着科学技术的进步,人民生活节奏不断加快,许多封面艺术性较强的书,在书架上并不显得突出,相反,不管品格高下,封面设计上带有广告倾向的则显眼、突出,吸引了读者,在发行渠道中畅通无阻,销售量大,因之经济效益日益明显。相当长时间来,由于书的文化性使人觉得它和商业性是格格不入的。而事实上,书毕竟还是商品,它要进入流通领域,让读者去做出价值判断。现在我们已经意识到了出版单位必须“两个效益”一起抓,既要注意出版物的内容,同时也要接受经 Advertising Throughout the “May Fourth” New Culture Movement since the Chinese publications, generations of binding designers in the cover design are all assiduously its artistic. In the deep secluded studio, quiet desk, art is indeed worthy of pondering. In recent decades, with the progress of science and technology, the pace of people’s life has been accelerating. Many books with strong cover art do not stand out on the bookshelf. On the contrary, no matter how high the character is, Conspicuous, prominent, has attracted readers, in the distribution channels unimpeded, large sales, economic benefits have become increasingly apparent. For a long time, due to the cultural nature of the book people think it is incompatible with the commercial. In fact, the book, after all, is a commodity, it is necessary to enter the field of circulation, allowing readers to make value judgments. Now we have realized that the publishing unit must grasp the “two benefits” and pay attention not only to the content of the publication but also to the accepted