Study On The Intercultural Communication Strategy Of The Poster Design Of Foreign Movies Imported Into China’s Mainland

Movie poster is an important factor in image-building of visual image of a movie.In order to achieve intercultural communication,before the introduction film is released,the posters need to be modified to meet Chinese audience.In the first half of2019,the number of films imported from overseas climbed to 70.The movie posters play an important role in boosting the box-office of movies.Based on this,the topic of this paper with posters of the top 100 of the all-time domestic box-office chart of foreign movies imported into China’s mainland as the object of the research,through content analysis,eye movement experiment and depth interview from three aspects include theme,visual image,color and visual process,explore posters of imported movies thoroughly,then provide ideas for the poster design of foreign movies imported into China’s mainland and its future development.After digesting the 100 posters,this thesis further discuss the strategies of theme,visual image,color and visual process in posters of imported films.In terms of theme strategy,the work,with “localization design”-based theory evidence,three themes of movie posters are identified including showing actor or character,showing scene or plot and showing concept of films.In the aspect of visual image strategy,according to visual language of movie poster design,these works can be found the following contents.The application of images concentrate on the figurative images for intuitive expression and the abstract images for embodiment of concept.In application of fonts,graphical fonts devote to showing the movie title,calligraphy is used to express the eastern conception,mixed fonts play a helpful role in atmosphere building of poster.In the color utilization,primary color is mostly blue,yellow,black or gray,often use cool color scheme and medium-contrast color scheme.In treatment of visual express,through the data of eye-tracking experiment,we know that the type of emotion appeal will obviously influences the duration and frequency that the audience focuses on them.On the basis of the above specific research conclusions,some inspiration for implementation of the intercultural communication strategies in poster design of imported films can be clarified as the following specific manifestations.First of all,“close to the Chinese audience” principles should be mastered in the course of identify themes.Secondly,creative graphic design should be connected with the content of films.Thirdly,using aesthetic fonts in movie poster design.Besides,it should pay attention to achieve effective communication with the audience by use color.Finally,it should be internationalized to the general audience to improve the effects of intercultural communication.