The Visual Performance of Commercial Films Art Orientation in Taiwan from 1990 to 2003

• Main Authors: Hung Yu-Ju, 洪于茹
• Other Authors: Lin Youn-Jien
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/72857363184811711858

碩士 === 國立屏東師範學院 === 視覺藝術教育學系碩士班 === 93 === The trend of commercial films tends to be more mature and diversified after the 90s. They get rid of the previous simple and crude element while art was involved into the performance of commercial films during this period. In order to investigate the interaction between culture, life style and commercial films from 1990 to 2003, we chose eight representative commercial films as examples to explore their visual performance and intention. Here are several purposes of this study below. 1. Realize the history and background of commercial films in Taiwan from 1990 to 2003. 2. Explore the visual performance and intention of commercial films art orientation. 3. Analyze the messages and meanings of art-oriented commercial films. From the above discussion we acquired the following conclusions: Advertisement reflects the focus of contemporary concern. In the period from 1990 to 2003, people show their acceptance towards various performances of commercial films. We can regard the development of commercial films as an outstanding research of "Advertising Sociology." The appearance of “Ideology” is a very important milestone in the early 90s which affects following social topic for discussion . Besides, comparing to the contemporary works, the frame making of ideological commercial films is artistic and delicate. Art orientation of commercial films is inevitable and increases along with the time. Integrating the form of regarding art as the origin of style and the esthetic art such as literature, play, dance, drawing, and sculpture into the commercial films is the way that presents the art orientation of the 90s. In the future, there will still be infinite potential in making commercial films. In the performance strategy, more and more commercial films will seek the performance according to the viewpoint of human nature. The aspects influenced by ideological trend of art, for example, the conceptual art and environment art, etc., are diversified art performances and further a new way which the domestic television commercial films may attempt to try.