Commercialization Narrative Strategy Of Feng Xiaogang 's Films

The commercial films of director Feng Xiaogang has become the brand of Chinese films and it has been an integral part of Chinese films. Feng Xiaogang is actually the “heavyweight” in the Chinese director field, at the same time, he is also the guarantee of high box office and reputation. But he is never trained by professional knowledge. He started from artistic design and then gradually became the screenwriter and director. Since stepped in the film industry 20 years ago, he has actively tried to find out the most suitable way for himself. The success of the classic commercial films of “The Dream Factory”, “Be There Or Be Square”, “Mei Wan Mei Liao”, “Number One”, “A World Without Thieves”, “If You Are The One”, “If You Are The One 2”, “1942”, “Tangshan Earthquake” and “Personal Tailor” etc have established the commercial nature of his great works and manifested the consumption significance of his films. He has continuously made innovation and invested novel ideas in the commercial transformation process of films. The “new vision” of him which has kept with the times has stimulated him to boldly deconstruct and reconstruct films. He pursue the creation idea of integration of commerce and arts so as to follow the development trend of the times, at the same time, it also promoted the modernized transformation of Chinese films in the process of commercialization. Therefore, he is actually the leader in Chinese films industry. The success of the commercialized narration in Feng’s films is that he tries to meet the audio-visual pleasure of audience without any boring humanistic preaching at all. In the discourse of alienation and the depth of aesthetics, he selects compromise and blending. In the complicated combination between classics and betrayal, entertainments and love, realistic and post-modern spirits, Feng has found a particular path for commercial narration. The paper carries out research and elaboration of commercial films of Feng Xiaogang from the perspective of narration strategy, including the construction of his commercial films, narration strategies and humanistic concern, the three aspects. What is more, the paper has also made it clear that narration strategy of Feng’s commercial films have opened up new space for commercial films narration with the mission of transmission and humanistic feelings being highlighted.