Research On Zhang Yimou’s Film Poster Design Art

As a traditional way of promoting movies,movie posters exist because of movies and come into the public view before the movies themselves.The excellent movie poster pictures not only enrich the essence of the film,but also directly affect the income of the film.At the beginning,the movie poster simply explained the information of the movie,just like the instructions of the movie,telling the audience some basic information,but now the movie poster bears more mission and has a broader function.At first,the movie posters were not valued by the producers,and the requirements of the audience for the movie posters were not high,so the overall design and production of the movie posters were relatively simple.However,with the development of the times,the needs of the audience,the public aesthetic,the media and the people’s demand for culture and art continue to rise,coupled with the progress of science and technology,the form and function of movie posters are becoming more and more abundant.It is often combined with more vivid colors,multi-functional images,vivid and clear copywriting and flexible and changeable composition.The information of movie posters displayed to the audience is also more rich and wonderful."In today’s highly market-oriented film industry,as a means of publicity,posters have become one of the indispensable ways in the marketing chain.As the communication carrier of" blockbuster "in China,the market component of movie posters has become particularly important." Movie poster design belongs to the category of graphic art design,which not only displays the relevant information and content of the movie,but also reflects a certain sense of design beauty."The integration of visual elements in movie posters is an effective composition of color,image,text and other elements in a limited design space according to the law of formal beauty." Nowadays,China’s movie poster design has entered a diversified stage,the audience’s attention to the movie poster is very high,how to better develop the movie poster to meet the needs of the market,has become a common concern in the design industry.Most of the existing researches on Chinese movie poster design are limited by time,and there are countless movie posters in this range.In this case,the collection of cases is random and subjective.In recent years,professional movie poster designers have emerged in China,so it is difficult to find the same designer’s works in the long-term Movie Poster research,so we might as well choose the movie poster as the connection point to carry out the research.This paper takes the poster design of Zhang Yimou’s films as the main research object.These movie posters are developing with the progress of the times as the same as the films.Therefore,we can take Zhang Yimou’s movie posters as the miniature to see the development track of Chinese movie posters in the same period.After collecting and sorting out the posters of Zhang Yimou’s films,this paper makes a comprehensive and thorough analysis of these movie posters from the visual point of view,and interprets the visual language characteristics and picture information of the movie posters.The first chapter summarizes the origin,classification,function and value of movie posters,and then describes the development of Chinese movie posters,and leads to Zhang Yimou’s movie posters.The second chapter divides Zhang Yimou’s Movie Poster into three time periods,analyzes the movie poster deeply,studies the commonness of movie poster design in the same time period and the change of movie poster design in different time periods,and further excavates the reasons for the change of movie poster design in these three time periods.The third chapter,based on a comprehensive understanding of these movie posters,analyzes Zhang Yimou’s movie posters from the perspective of image,meaning and Tao."Image" in movie posters is mainly represented by color,image,text and other visual elements,and the development trend of each visual element is analyzed longitudinally;"Meaning" is studied from three levels: image,meaning and artistic conception of movie posters;"Tao" refers to the aesthetic and cultural connotation contained in these movie posters.The fourth chapter compares Zhang Yimou’s movie posters with other movie posters of the same period,finds out the advantages and disadvantages of Yimou’s movie poster design,reflects on its shortcomings,and finally looks forward to the future development trend of Chinese movie poster design.