国际电影节推广策略与中国电影对外文化推广_朱晓艺.pdfVIP

2011 4 文 化 艺 术 研 究 Apr. , 2011 4 2 Stu ies in Culture Art Vol4 No2 : ( 2011) 国际电影节推广策略 与中国电影对外文化推广 朱晓艺 ( , 650224) : 本文在中外文化交流日益频繁的全球化大背景下, 通过考察主要国际电 节的运作方 式及推广策略, 分析国际电 节如何传播本国文化, 推行本民族的价值观, 并最终融入他国 文化, 以期为中国电 的对外推广提供参照本文也将结合中国电 参与国际电 节的实际 情况, 分析中国电 在西方电 文化体系中的身份, 中国电 及文化在西方社会中的 响力 和局限性; 同时, 借鉴海外推广较为成功的 一些电 节的实际经验, 结合中国本国的文化特 点和优势, 尝试为中国电 的对外推广提供 一些思路 : 国际电 节; 推广策略; 文化品牌; 文化针对性; 目标受众; 对外文化推广 : G125 : A Promotion Strategies of International Film Festivals and Overseas Cultural Promotion of Chinese Movies Zhu Xiaoyi Abstract: Against the backgroun of globalization an increasingly frequent cultural exchange between China an foreign countries, this paper examines the operation an promotional strategies of major inter national film festivals an analyzes how the festivals promote their national culture an values, so as to provi e a reference for Chinas overseas cultural promotion. Also by investigating into the participation of Chinese movies in international film festivals, the paper iscusses the position of Chinese movies in the Western cultural system of films as well as the influence of Chinese films an their limitations. Further more, the paper refers to successful experience of overseas cultural promotion from some film festivals an inten s to provi e some insight into the overseas cultural promotion of Chinese movies with the unique cultural characteristics an a vantages of Chinese culture. Key words: international film festivals; promotion strategies; culture label; cultural perti