The Poster Design Of American Film "Chinese Version" And Its Promotion Research

Movie posters are static trailers.Excellent movie posters can form an artistic form of "flowers blossom and schools of thought contend" through different countries because of different regional and national characteristics,with strong subjective color and national style.Before the introduction film is released,the posters need to be modified in order to cater to the national cultural characteristics and the traditional aesthetics of the local public.The number of films imported from the United States has increased from 34 to 40 annually since the signing of the relevant accounting agreement between China and the United States.In 2017,the number of films imported from the United States accounts for about two-thirds of the total number of films imported annually.The film posters play an important role in boosting the box Office of films.The object of this study is the "Chinese version" movie posters of American movies.The purpose of this study is to make the "plane trailer" of American movies better promoted in China.The visual effect of the posters can have higher artistic value.The elements of the integration of Chinese and Western elements in the movie posters can be more harmonious.This paper adopts the methods of literature research,comparative analysis and questionnaire.Firstly,under the condition of defining the title,using the method of documentary research,going to the library to consult the documentary materials,to understand the history of American movies’introduction into China,to collect the ways of American movies’ promotion in China and graphic design posters,to study the course and vertical changes of American movies’promotion and development in China,the development of the times and the progress of science and technology,and to give promotional bands to imported movies.What changes will come?Secondly,it makes a horizontal comparative analysis of what changes have been made in the promotion of American movie posters of the same era in China,and compares the impact of China’s regional differences on the design of imported American movie posters.Thirdly,through questionnaires to understand the audience’s perception of the current film posters and what visual presentation needs.Then,combined with the questionnaire,the paper again analyzed the shortcomings of the current movie posters and how to correct them.Finally,it summarizes what conditions American movie posters should have for better promotion in China,and which elements should be emphasized in poster design.The main research results of this paper are as follows:(1)In 1895,the United States introduced the first American film in China.In August 1927,it declared the establishment of a local film supplement,which was a column for film publicity.Among them,many posters with Chinese editions of American films were imported at that time.The Chinese version of American movies has a history of 90 years.(2)The main picture content of the Chinese version poster of American movies is consistent,and fine-tuning in details will be made.The biggest change is the title of the film.Due to the distinct structure of Latin and Chinese characters,the visual difference brought by translation will affect the overall visual effect of posters.Designers should combine the theme of the film,the style of the poster pictures and cater to the general aesthetic of China to redesign the translated names so as to achieve the overall harmony of the visual effect of posters.(3)Because of China’s regional differences,Chinese movie posters are not exactly the same.There are also great visual differences between Hong Kong’s traditional and mainland simplified characters in the font structure.We also need to adjust the secondary design of the font by combining the overall style of the poster to achieve maximum integration.Designers should not separate the stylistic design of translated names from the visual design of overall posters,but seek common ground while reserving differences and strive for excellence.