Left-wing Films: The Fulfillment Of The Dual Structure Of Ideology And Business Strategy

Left-wing films, led by Chinese Communist Party, have created splendid success in Chinese film history with constructing of discourse and presenting of the culture linguistic context through new perspective and view, which passed the other competitors as commercial films. In order to get a comprehensive understanding of the significance of the left-wing films in Chinese film history, this paper focuses on left-wing film. It will analyze the ideology and business strategies of the left-wing films produced in the 1930s from three perspectives:the public aesthetics, the time context and the cultural leadership.In the study, this article demands to explore the left-wing films on how to succeed in business while publicizing revolutionary ideas as mass media. On the one hand, the left-wing films connected the different space such as politics, social, art through revolutionary realism. They reflected the disadvantage and national conflict to show great attention to the fate of individual and the nation. On the other hand, the left-wing distinguished themselves by revolutionary discourse, branded themselves as "left-wing". It also made the alliance with fashion magazine, film poster, star's appeal, film review, theoretical criticism to create culture space which lead orientation of aesthetics and model cultural esthetic sentiment in the business strategy based on brand. The revolutionary discourse in left-wing films are significative. It is not only the constructing of ideology, but also the point of success in business. It is a high tide in Chinese film history.This paper is written in the view of business of brand, which has a broader view.The article tries to restore the significance and complexity of left-wing film based on the revolutionary discourses, which being meaningful in cultural phenomenon, ideology, business activities and art style.