Wenyi and the branding of early Chinese film

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

8 Citations (Scopus)

Abstract

This article reviews the role of wenyi in Chinese cinema from the turn of the twentieth century to the breakout of the Sino-Japanese war in 1937. Wenyi/letters and arts, a loan word from the Japanese bungei, was associated with western fiction, and concepts of humanism, equality and freedom. These concepts were propagated by translators of Japanese and western literature, many of whom belonged to the Mandarin Ducks and Butterfly School and were key agents in the nascent culture industry, leaving their marks in intertwined fields, including literature and cinema. By tracing their crossover activities we find evidence of the fertility of the wenyi concept in early cinema. Furthermore, our findings show that in order to sell motion pictures, the early film industry tended to brand film as a new type of wenyi commodity, thereby mobilizing wenyi as a marketing strategy to help purvey movies to audiences with cosmopolitan aspirations. © 2012 Intellect Ltd Article.
Original languageEnglish
Pages (from-to)65-94
Number of pages30
JournalJournal of Chinese Cinemas
Volume6
Issue number1
DOIs
Publication statusPublished - 1 Jan 2012
Externally publishedYes

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cinema
Motion pictures
culture industry
Marketing
film industry
Industry
humanism
translator
movies
loan
commodity
equality
fertility
twentieth century
marketing
art
school
evidence
Branding
literature

Cite this

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title = "Wenyi and the branding of early Chinese film",
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Wenyi and the branding of early Chinese film. / YEH, Yueh Yu, Emilie.

In: Journal of Chinese Cinemas, Vol. 6, No. 1, 01.01.2012, p. 65-94.

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

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