| Taking advantage of China’s foreign language film introduction policy,Disney has released 91 movies and released 155 official movie posters since the movie "The Lion King" first entered Chinese theaters in 1995.During this period,the introduction of foreign-language films in China has continued to open up,increasing the number of introductions and increasing the proportion of high-tech films;at the same time,the development of China’s film industry has gradually moved on track,and various international film festivals have been established.,The growth of the number of cinema screens and the record high of the domestic box office have created a good macro communication environment for the visual communication of Disney movie posters in China.In addition,the iterative upgrade of international film technology has also changed the visual beauty of China Disney movie posters.2D movie posters use Chinese aesthetics to open up the Chinese market,3D movie posters gradually reveal the Disney design style,and IMAX movie super-realistic technology is integrated into the movie poster design.The opening of the Chinese film introduction policy,the prosperity of the film industry,and the iterative upgrade of international film technology have all become realistic and favorable factors for the development of Disney film posters in China’s visual communication.The visual presentation of Chinese Disney movie posters is divided into language information and image information.The first is the language message.Its font selection is improved from traditional Chinese calligraphy.Different fonts are selected for different types of information on the same poster,but the font of the movie name is always the same;the text design focuses on the design of the movie name,based on the movie content When designing the text,the language information complements each other in content;in the text layout,the movie name is always the visual focus,and the font size is positively related to the importance of the information.The text information of the entire poster is laid out densely and densely.The second is image information.There are many types of image elements in the poster,but the character elements are the most important,and the landscape architectural elements are used as the narrative background;the extension image layer of the movie poster is mainly composed of line and surface structure,and frequently uses warm and cold colors to express strong emotions.The composition method is based on the character image elements;the connotative image layer of the movie poster is mostly narrated with artificial symbols,and the visual rhetoric of description and lending is used to convey positive values.The visual communication of China Disney movie posters includes online and offline communication channels.Offline communication channels include movie theaters,film festivals,and official offline promotional activities,which are generally short in duration,cover a small number of people,and have low communication efficiency;online communication channels include Weibo,We Chat,Douban Movie Zone,and video websites.The combination of online and offline can enrich visual communication channels and achieve good communication effects.Summarizing the visual communication research of Chinese Disney movie posters can provide experience and inspiration for subsequent related communication.For example,cross-cultural communication should use more regional communication symbols to strengthen audience recognition,and the series of posters should maintain the consistency of design style,rhetoric,and movie name design.While paying attention to the poster layout design,it should also integrate the poster’s graphics and text to a high degree.Reduce the difficulty of audience decoding. |
