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1983年,演员刘晓庆出版自传《我的路》拉开了名人出书的序幕,延至今天,名人出书数量的急剧上升,书籍畅销的程度越来越引人关注,出书成了名人圈内的普遍现象。本文的研究目的是从鱼龙混杂的名人出书现象中寻找规律,阐述这些名人作者在书籍宣传方面的特殊性。本文以名人作者自身为出发点,从依靠自身名气,发行前预售和现场签售三方面探讨名人出书的三种基本宣传方式,从而得出在这些书籍的销售过程中,宣传方式并不是单一的,而是有机的组合运作的结论。
In 1983, the actress Liu Xiaoqing’s autobiography “My Way” opened the prelude to celebrity publishing. Until today, the number of celebrities has dramatically increased. The popularity of books has drawn more and more attention and the book has become a celebrity circle The general phenomenon. The purpose of this paper is to find out the law from the co-written celebrities and explain the particularity of these celebrity authors in the promotion of books. Based on the author’s own celebrity, this paper explores three kinds of basic propaganda modes of celebrity publishing from three aspects: prestige, presale and on-site sign-off, and concludes that in the sales of these books, the way of propaganda is not single , But the conclusion of the organic combination of operations.