@article{ART001707840},
author={丁甫榮},
title={Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind},
journal={The Journal of Study on Language and Culture of Korea and China},
issn={1738-0502},
year={2012},
number={30},
pages={519-537},
doi={10.16874/jslckc.2012..30.022}
TY - JOUR
AU - 丁甫榮
TI - Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind
JO - The Journal of Study on Language and Culture of Korea and China
PY - 2012
VL - null
IS - 30
PB - Korean Society of Study on Chinese Languge and Culture
SP - 519
EP - 537
SN - 1738-0502
AB - When Love is not Blind (Shilian 33 tian, 失戀33天) premiered in 2011, it met with great public acclaim. From the point of view of the film production investment, it was a low-budget movie. This film is focused on a city woman, who is left by her boyfriend and describes her emotional change over the following thirty three days. This point created a bond of empathy with Chinese young people of the post 1980 generation.
We can find two reasons this film was successful in the box office. One is the film’s content, a realistic description of ordinary life together with comedy elements and emotions the audience could relate to. Another is the way the film made use of external mediums of communication. When the film was made, focus was put on young women audiences within urban Chinese society who regularly make use of new media, including social networking websites. The film production company planned interactive activities that the audience could take part in on sites such as Sina Weibo. In addition, the film was also released in time for the once-in-a-century “ultimate singles day” (11.11.11). By analyzing both the film’s content and surrounding marketing techniques, this paper demonstrates the specific approaches taken to make Love is not Blind into a box office hit.
KW - Love is not Blind;romantic comedy;consumption;new media marketing
DO - 10.16874/jslckc.2012..30.022
ER -
丁甫榮. (2012). Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind. The Journal of Study on Language and Culture of Korea and China, 30, 519-537.
丁甫榮. 2012, "Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind", The Journal of Study on Language and Culture of Korea and China, no.30, pp.519-537. Available from: doi:10.16874/jslckc.2012..30.022
丁甫榮 "Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind" The Journal of Study on Language and Culture of Korea and China 30 pp.519-537 (2012) : 519.
丁甫榮. Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind. 2012; 30 : 519-537. Available from: doi:10.16874/jslckc.2012..30.022
丁甫榮. "Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind" The Journal of Study on Language and Culture of Korea and China no.30(2012) : 519-537.doi: 10.16874/jslckc.2012..30.022
丁甫榮. Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind. The Journal of Study on Language and Culture of Korea and China, 30, 519-537. doi: 10.16874/jslckc.2012..30.022
丁甫榮. Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind. The Journal of Study on Language and Culture of Korea and China. 2012; 30 519-537. doi: 10.16874/jslckc.2012..30.022
丁甫榮. Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind. 2012; 30 : 519-537. Available from: doi:10.16874/jslckc.2012..30.022
丁甫榮. "Some Thoughts on Romantic Comedy, Consumption and Marketing in Love is not Blind" The Journal of Study on Language and Culture of Korea and China no.30(2012) : 519-537.doi: 10.16874/jslckc.2012..30.022
