The Empirical Study Of European And American Audiences Interpret Chinese Movie Posters

In recent years, Chinese government has taken measures to promote Chinese film abroad, forinstance, improving the international promoting mechanism for Chinese film, expanding the salechannels, so on and so forth. The main ways through which Chinese government agencies andfilm companies promote film abroad include producing films with foreign companies andreleas ing in foreign cinemas, attending international film festival and sell films to foreigncompanies. Among all these channels, film posters play an important role in the promoting process,because it is can beseen as a kind of film advertisement that can influence the audiences’firstimpression to films.This paper aims to find out whether the foreign audiences can be attracted by the film postersand can understand the culture meanings of the film posters, the main purpose is to describe howthe foreigners interpret Chinese film posters as a symbolic goods, and this interpretation mayreflect the how the symbolic goods/creative products convey meanings in the global context tosome extent.As a dissertation of Culture policy and creative industry, the purposes of this study can bedivided into two parts: first, the research is conducted in the context of demonstrating thediscourses to “promote Chineseculture and Chinese film abroad”, therefore, thepractical resultwill present aseries of poster viewer’s preferences and provide several suggestions for film posterdesign in the process of promotion abroad in order to make an appropriate advertisement topromote the film via various media channels. Secondly, since the film posters can be regarded asthe symbolic goods of creative industry, this paper aims to investigate how the symbolic goodsconvey meanings and its media effects in the global context from intercultural communication andvisual culture perspective.