A Study Of Aesthetic Characteristics Of Chinese Movie Posters In The New Century（2000-2019）

As one of the derivatives of movies,movie posters not only bear the function of movie promotion,but also has its independent aesthetic value.On the one hand,Chinese movie posters in the new century have inherited Chinese traditional culture.On the other hand,Chinese movie posters in the new century also draw lessons from the design experience of other countries’ excellent posters,showing distinct characteristics of the era,region and culture.This paper takes Chinese movie posters from 2000 to 2019 as the main research object,from the perspective of its aesthetic characteristics,trying to make a overall cognition of the aesthetic value of Chinese movie posters in the new century,and explores the reasons resulting in these main aesthetic characteristics.This paper includes five chapters.The first chapter briefly combs the overall development of Chinese movie posters in the new century.The types of movie posters are more abundant and diversified,and dynamic posters are produced.The communication carrier of posters is also transferred from offline to online main position,which to a certain extent promotes the aesthetic value of movie posters.The second chapter studies the aesthetic expression of Chinese movie posters of the new century from the perspective of visual presentation.Text forms more diverse movie poster,posters fit the overall style,color matching side also pay attention to the use of strong visual impact of color to highlight the emotional expression.As well as by international environmental impact,in the background of an increasingly inclusive and opening to the outside culture,local consciousness awakening also be presented in the poster.Chapter three is based on the context of Chinese Classical Aesthetics,analysis mood Chinese character poster of the new century.Artistic Conception mainly rely on virtual and real way to generate representative imagery and language to express love language scene of ways,reflecting the inheritance and innovation of Chinese traditional aesthetics from contemporary Chinese film posters.Chapter four sums up the metaphorical function of Chinese movie posters in the new century.The use of metaphorical function not only helps the audience to understand and recognize the content of the movie,but also enhances the aesthetic function of the movie poster.At the same time,appropriate metaphors can also make the audience resonate with a sympathetic psychological experience.Chapter five primarily demonstrates the causes of aesthetic characteristics of Chinese film posters in the new century from the point of view of designers themselves and the outside world.This chapter analyzes from two main angles:the designer himself and the external environment.On the one hand,the designer’s individual innovative thinking must be reflected in the artistic style of the movie poster.On the other hand,under the pressure of making a profit from movies,film poster design should take into account the preferences of the audience and the trend of the times.The variation of social and cultural ideology in the new century also makes movie posters pay more attention to personality expression.At the same time,it cannot be ignored that the inheritance of aesthetic characteristics of film posters is the most fundamental source of aesthetic characteristics as for Chinese film posters in the new century.The performance of Chinese aesthetic poster in the new century not only demonstrates the new interpretation and contemporary expression of traditional Chinese culture,but also reports the transformation in the contemporary aesthetic ideas of the public context,the development of contemporary aesthetics and art forms of innovation also has a certain reference value and complements.