The Cross-cultural Phenomenon And Problems Of Chinese Film Posters

In the tide of economic globalization,the huge differences in ideology,thinking mode and values between Chinese and Western countries will inevitably lead to friction and misunderstanding in intercultural communication.Taking sound and image as the media,film presents a nation’s thinking mode and values on the screen.It is one of the most popular art forms.Therefore,promoting Chinese films into the western market is conducive to establishing a good international image of China and promoting mutual understanding and friendly communication between Chinese and Western cultures.As a paratext of the film,posters play an important role in the cross-cultural publicity and distribution of the film.Taking the North American film market as an example,many Chinese films will change their poster versions to meet the audience’s anticipate after they are introduced into the North American market.Taking the Chinese film released by Well Go USA,a local distributor in North America,as an example,this paper studies the transformation phenomenon of its posters in North America,mainly analyzes the process of constructing the meaning of the American version of film posters before the audience enters the film text with the help of paratext theory and visual grammar theory,finds out the regular pattern of the cross-cultural transformation of posters,and analyzes the reasons behind the revision of posters,so as to tap some reference significance to promote the development of Chinese films in overseas markets through the rational design of posters in crosscultural situations.