THE DISSEMINATION OF LITERARY WORKS IN THE VIETNAMESE-ALPHABET PRESS DURING THE LATE 19TH CENTURY AND THE EARLY 20TH CENTURY IN VIETNAM’S SOUTHERN REGION

Abstract

The birth and development of newspaper advertising form had strong impact on the social and cultural life of the South in the late nineteenth and early twentieth centuries. The forms of promoting goods and products in the newspaper in this period established new positions for readers - consumers in society with the dissemination of information and promotion of social consumption. A literary work is a cultural product and advertising on newspapers is to introduce and promote the literary works, as well as to serve as an effective messenger in the exchange between authors and the public. On the basis of data, the article refers to the forms of promoting common literary works in the Southern national language newspaper in this period.

Keywords: print advertising, literary works, Southern national press