Research on “Beyond Beauty：Taiwan From Above”, Some Analyses Based on Marketing, Narratives, and Effect

• Main Authors: Pan,Chiung-chun, 潘瓊君
• Other Authors: Jiang,Bao-chai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/kh7hz8

碩士 === 國立中正大學 === 台灣文學與創意應用研究所 === 104 === The documentary film, “Beyond Beauty - Taiwan From Above”, directed by Chi Po-lin, published in 2013, focusing on the scenes of Taiwan’s land and landscape, and calling for ecological protection, which attracted so much attention, sold so well that it earned big credits both in professional film reviews and market. The market selling record it created remains no challenge until now, earned the best documentary film of the 50th Gold Horse Award. As one of the audience, I was deeply touched by the film. Moreover, the stunning results amaze me, too. When it comes to decide my thesis topic, the film came to my mind. I would like to know how this documentary film achieved its success. In order to do so, I adopted three angles. First, how the director developed the film’s narrative structure by dubbing in background music and voice-over Second, how the marketing strategy worked before and after the film was screened in the theatres, particularly the image of the director was molded to be a hero. The third, what kind of effect it has made on the official environment policy and education after many screening tours arranged in the school and government’s offices.