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PDFOpen Access (License Unspecified), Open Access
Thesis
The influence and effect of Spring Festival Gala Evening in China
Master of Science (M.S.), Drexel University
Aug 2012
DOI:
https://doi.org/10.17918/etd-4008
Abstract
The purpose of this study is to measure the effects of the most significant program in China. The Spring Festival Gala Evening is representative of the Chinese television industry and its evolution demonstrates a trend for the future of media in China. This research used a case study to understand the background of the program and the advertising revenue it generates. A survey about the gala's content and its meaning to the public was conducted to learn how to increase the ratings by improving content. During the past three decades, the cultural relevance of the gala as well as changing state ideology created a unique position for the show. Creativity and innovation are required for the show to develop. Event marketing can be a great way to keep and gain advertising revenue. To improve the quality of the advertising is also essential to attract clients and audiences.
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Details
- Title
- The influence and effect of Spring Festival Gala Evening in China
- Creators
- Yifeng Xie - DU
- Contributors
- Philip W. Salas (Advisor) - Drexel University (1970-)Albert S. Tedesco (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4008; 991014632385504721