A study of the print promotional materials for performing arts in Hong Kong : the brochure of Hong Kong Arts Festival

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A study of the print promotional materials for performing arts in Hong Kong : the brochure of Hong Kong Arts Festival

 

Author: Wan, Kit-ching Iris
Title: A study of the print promotional materials for performing arts in Hong Kong : the brochure of Hong Kong Arts Festival
Degree: M.A.
Year: 2001
Subject: Hong Kong Polytechnic University -- Dissertations
Pamphlets -- China -- Hong Kong
Performing arts -- China -- Hong Kong
Department: Dept. of English
Pages: vii, 117 leaves ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1608265
URI: http://theses.lib.polyu.edu.hk/handle/200/4939
Abstract: The principal objective of this dissertation is to describe and identify the essential elements in the persuasive literature of brochures for promoting the Hong Kong Arts Festivals 1983 and 2001 respectively. This process leading to the study can provide an insight into the change of language features, and hence the change of social culture. Also, it may be an aid of basic reference by the relevant professionals in the field of performing arts to produce the effective brochure. In order to determine the critical features and text characteristics of three selected art forms: music, drama, and dance, text analysis is employed in terms of the study of their general preliminary features, titling, coherence and lexis. Results of this study show the persuasive texts contain the fundamental elements, including the introduction of programme title, presenter, director or conductor, performing artists and programme details. While, the elements of track record, award obtained, criticism, and benefit are not obligatory. In the findings, the texts of 1983's brochure comparatively show a formal, immediate and cold tone, but the texts of 2001's brochure show a friendly, lively, informal, motive and personal tone. On the whole, this research places special emphasis on the application of the identified features in the production of similar brochures that may improve the effectiveness of brochure and hence the popularity of performing arts.

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