Study Of Visual Rhetoric In Film Title Design Of Hollywood

The film title is the part of the film.At the same time,it is the extension of the graphic art(motion graphic design),and it has its own artistic form and is independent of the film art.With the development of the times and technology,especially the development of the digital media,the more freely expressed elements and carriers have built the more unique expression and rhetorical skills of the film itself.Through the analyzing of the relationship between film and film title,based on the theory of semiotics,this paper discuss the transformation between the two symbol systems of film and film title and puts forward that rhetoric is the relationship construction in the process of symbol conversion expression,and then the theoretical framework of the visual symbol rhetorical system of the film is preliminarily constructed.At the same time,through the structural " textual analysis " of movie titles design,the film title rhetoric will be divided into two dimensions.The rhetoric of the aggregate relation of the "synchronic" subject-the "image" symbol and the rhetoric of the combination of the "diachronic" narrative form-the "lens" symbol.Through the construction of structural framework,the rhetorical patterns and its methods,the expressive features of rhetoric in specific contexts and the rhetorical effect of meaning pointing are discussed respectively.Through the study of visual rhetoric in the mature Hollywood film title since the end of the twentieth Century,this paper discusses the relationship between the creation of film title text,the visual rhetoric of the film title text and the film narration and film theme.And we explore the relationship between market and mass culture affected by visual rhetoric of film titles and production technology to explore the rhetorical rule of film titles and provide a new methodological guidance for the design of film titles.