Thesis
Promoting performing arts groups from China and Taiwan: an examination of the effectiveness of the imagery in promotional materials
Master of Science (M.S.), Drexel University
2011
DOI:
https://doi.org/10.17918/z77a-jt20
Abstract
Over the past few decades, the Chinese performing arts have gained popularity in the Western world. The mystery of Chinese culture has made people in the West curious about the culture and its unique characteristics. With various performing arts forms, such as Chinese opera, acrobatics, and dance; with different music styles from different regions of China and countries in Asia; and with the distinctive costumes and cosmetics, Chinese performing arts are exotic to Westerners. Therefore, in order to market the Chinese performing arts in Western countries while implementing images in the promotional materials, two major topics need to be examined - 1) the general idea of using images in promotional pieces, and 2) Western perceptions of Chinese culture. By understanding and integrating the two, people will be able to identify and understand the Chinese elements that appear in the images used in promotional materials. In this paper, five performing arts groups from China and Taiwan that have toured in the Western countries are studied, and their promotional materials will be examined and analyzed. The five groups are the Peking Acrobats (China), Jigu! Thunder Drums of China (China), China Disabled People's Performing Art Troupe (China), Cloud Gate Dance Theatre (Taiwan), and U-Theatre (Taiwan.) Their promotional pictures will demonstrate how the Chinese characteristics are presented and used. As the result of the interviews with several organizations that presented the groups, this study will present the reasons for using the pictures and examine their effectiveness in communicating with Western audiences. In short, this study collected methods of promoting Chinese performing arts in the West by using imagery that communicates with the audience. The effectiveness of such images in promotional materials for the Chinese and Taiwanese groups that tour in Western countries is examined and presented in this paper.
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Details
- Title
- Promoting performing arts groups from China and Taiwan
- Creators
- Shih-Chun Wang - DU
- Contributors
- Roy Wilbur (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- 38 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4409; 991014632278204721