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Exploration of the Transformation of the Advertisements of Taiwanese Ge-tz Opera
Ge-tz Opera;Advertisements of performance;Audiences;Posters;Performing while screening;Websites
|Issue Date: ||2013-03-20 11:21:20 (UTC+8)|
Rooted in the cultures of festivals and ceremonies, Taiwanese Ge-tz Opera represent people's lives and beliefs. Outdoor stages at temple fairs, on the other hand, have been the place where this opera continues blooming and maintaining as a tradition of folk culture and religious ritual. However, as the market economy and consumer culture prospering, traditional dramas have been adapted to perform in indoor theatres and modern theatres, or to be promoted through the mass media. They are also, to meet the need of consumers who seek entertainments, made into commodities.Different from the main audiences of temple fairs-the God, audiences of modern theatres are always drawn to theatres by advertisements that are used for the sake of box office or cultural promotion. These ”vanguards” of performances have undergone transformation in accordance with market needs. Programs, posters, photos, newspaper advertisements, popular magazines, bulletin boards, street light flags and lighted box, for instances, are advertisements that focus on words and pictures. Ways of advertising Ge-tze Opera include also commercials between acts, parades, performing while screening, news conferences, show and tell, troupe leader or actors (actresses) performing or publicizing themselves. Yet nowadays, marquee, newsletter, e-mail, cell phone text message, website, blog or Youtube seem to be the trendiest way to advertise. With the shift of performing style and time, the advertisement of Ge-tz Opera has been thus varied.
|Relation: ||戲曲學報, 5, 143-182|
|Data Type: ||article|
|Appears in Collections:||[中國文學系] 期刊論文|
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