Research On Early Chengdu Film Advertisement(1904-1949)

In this paper,using the relevant historical materials of Chengdu film from 1904 to 1949,the emergence of Chengdu film and its advertising,the content of Chengdu film advertising and its marketing,the case study of Chengdu cinema and its advertising,the social impact of the development of Chengdu film advertising and other four aspects,the preliminary study of the early Chengdu film advertising.Chengdu early film development can be roughly divided into 1904 to 1924,1924 to1937,1937 to 1949 three stages,has experienced from scratch,from silent to sound,from the development of the fixed on the air flow to play,and completed the nationalization of movies,formed the narrator points up and down,dialect,pay attention to the subtitles show form.Corcorresponding to the development of Chengdu film,Chengdu film advertising also roughly experienced three stages from 1904 to 1924,1924 to 1937,1937 to 1949,the major cinemas opened up newspapers,film brochures,film leaflets,posters and other forms of publicity for the promotion of films and continued to develop and innovate.In terms of the content of the movie ads,Chengdu early movie advertising involves the field is very rich,the film has obvious group targeted advertising,advertising by plain straightforward to different advertising media exaggeration of literature and art,focuses on the characteristics of different content,in respect of advertising and marketing are the prominent patriotic banner advertising films,the use of star power to promote film,seize the audience psychological marketing,pay attention to apply colours to a drawing the atmosphere to promote the movie.Through to the cinema this period case study we found that each big theater on the basis of conventional advertising methods,also has carried on the creative invention and each have emphasize particularly on,such as(movie theater attaches great importance to the positions of publicity,intellectual education attaches importance to the use of other art forms of publicity,Rong photoelectric cinema attaches great importance to the use of literal arts enhance propaganda,etc.The development of Chengdu early film advertising,not only promoted the development of the cause of the early movie in Chengdu,but also laid the foundation for the development of Chengdu film advertising,in the process of propaganda film progress promoted the healthy body and mind awakening of the female,for the anti-Japanese propaganda film at home and abroad,to inspire the patriotic enthusiasm,self-motivated,united people and strive for the victory of the war of resistance against Japan has played a very positive role.