| In the early 1930 s,the film journals made great progress in both quantity and quality,some of which is evident in the film company self-run film publications.This kind of publications got rid of the direct publicity mode of the special issue in the20 s with the sole purpose of making profits and publicity,and thus upgraded to the subsidiary publications of the large-scale marketing model.The Lianhua Pictorial founded by Shanghai Lianhua Film Company is one of them.Lianhua Pictorial was founded on January 1,1933,and ceased publication in 1937.A total of 152 issues and150 copies were published.This paper takes Lianhua Pictorial as the research subject,makes an overall analysis of it in combination with the social context,and tries to present the unique charm of the magazine.On this basis,this paper explores the propaganda mode and development style of Lianhua Company at that time,and then probes into the film cultural phenomenon in the 1930 s.Firstly,In the 1930 s,Shanghai presented the development features of the rise and fall of the entertainment industry,the struggle for survival of the film industry and the flowering of film periodicals.Based on this,this paper makes a detailed analysis of the founding,purpose and development track of Lianhua Pictorial.It can be seen that Lianhua pictorial strives to be both a pictorial and a talk newspaper,and constantly changes its content and form to become a large circulation one of the publicity publications with wide audience and strong influence.Secondly,in terms of content distribution,Lianhua Pictorial pays equal attention to exquisite pictures and detailed words.The design form of the cover,stills and comics in the picture content and the hidden publicity strategies show that the publication achieves the purpose of publicity and promotion through skillfully use of the pictorial,intuitive and other characteristics of the picture;There are various types of articles,which can be roughly divided into four categories: theory,propaganda,entertainment and advertising.The contents of these four categories involve professional theoretical articles,propaganda news reports,popular entertainment interesting stories of movie stars and various advertisements.At the level of audience reading,these articles show the characteristics of both elegant and popular.Thirdly,taking the characteristic columns in Lianhua pictorial as the starting point,the content of the statistical program information and sum up its characteristic,can be found at Lianhua illustrated is not one-way propaganda,while completes the labor of duty,also actively reports the news of peer companies and the development of film industry in other areas of Shanghai.In addition,also actively pay attention to the dynamic foreign movies,It shows that Lianhua Pictorial has an inclusive attitude and open vision.The interaction between editors and readers has always been valued by journals,so this paper shows the frequent interaction between editors and readers from the three aspects of answering readers’ questions,guessing games and readers’ contributions.However,as a publicity publication,it is one of the important factors for its popularity to know well the psychology of audience.Finally,Lianhua Pictorial,as the official publication of Lianhua Company,carries a lot of and rich Lianhua information.Therefore,this paper takes the ontology of Lianhua Pictorial as the starting point and based on these information,This paper analyzes the achievements of Lianhua company’s film career from four angles: film creation achievements,actor performance and image construction,sound film exploration,overseas promotion and communication.It can be said that Lianhua Pictorial is an important window to understand and analyze the development of Lianhua company’s film career.At the same time,it can also grasp the development status of Chinese film in the 1930 s,so it has certain research value. |
PDF Full Text Request