Research On Design Semiotics Of Packaging And Promotion Of Domestic Fantasy Movies In The New Century

Since the beginning of the new century,domestic fantasy movies have also gained fierce development following the pace of the rise of world fantasy movies,especially after 2010,this boom has become more surging.With the intersection and integration of various disciplines,design has also participated in many aspects of film production,packaging and promotion.The posters,titles,props and related derivatives of the movie are very meaningful to the movie itself.In addition to being an indispensable part of the movie's own creative expression,they can help the promotion of the movie and trigger public discussion.It is relatively independent and can be produced independently by relying on the film body system,extracting the intentional elements of the film for design combination.The promotion and promotion of national culture by domestic fantasy movies has a common trend with the pursuit of original design in China.Although domestic fantasy is popular,it has started to weaken in the past year or two.This article attempts to start with related design parts and package it With the help of promotion and increasing its added value,the posters,titles,props and derivatives of the domestic fantasy movies made after 2000 are studied from the perspective of semiotics.At the same time,it also discusses the balance between the artisticity as an independent art form and the commercial and narrative service for the film.This article firstly sorts out the new century's domestic fantasy movies by timeline,and concludes that domestic fantasy has its own set of construction standards while being influenced by the West,from story blueprints,theme expressions,the transmission of worldview to character characteristics and development The trends are full of the characteristics of the nation.While deeply influenced by the aesthetics of the Chinese audience,they also influence the development of popular culture,guide the trend of visual consumption and cultivate aesthetics with their own power.Secondly,through the comparative analysis of the movie trailer poster and the official poster of the cinema version,the construction of the domestic fantasy movie poster symbol,the detailed interpretation of the visual symbol representation and the use of rhetorical techniques in it are obtained,and the cross-culture in the new era is obtained.In the context of national culture and national culture,in order to better display and promote the cultural connotation of the film,the posters will use a variety of artistic expressions combined with national cultural forms to attract the attention of the public.The composition pattern of the head of the formal poster and the star effect The strong commercialization was criticized by the public.Then mainly from the perspective of visual rhetoric,the introductory part of the domestic fantasy film was studied,and the rules,meanings,and effects of rhetorical use of the introductory symbolization in the series were explored.It is concluded that the opening mode of the opening titles of domestic fantasy films is mostly the prologue mode and the summary mode,and the end of the film likes the independent narrative mode.The design of the visual image symbol is mainly based on the service film narrative,and the relatively pure artistic expression is missing.In terms of rhetoric,the use of flattening and presenting techniques in the opening titles is relatively high,and the rendering rhetoric is often used in the opening titles.The emergence and extension of serialized works have made film producers,directors and title designers consciously try to regularize and stylize the titles.Finally,the props and related derivatives of the domestic fantasy movie are studied,trying to study its function,emotion,culture and derivative relationship from the perspective of prop products,using the multi-level theoretical expression of product language to draw the film The props can not only show the background,create the atmosphere,and show the character information,but also promote the development of the plot and shape the character image to convey the character's emotions.At the same time,the expressions are expressed through metaphors and symbols.Then it was discovered that the derivative design triggered by prop products is an important source of movie derivatives.The play props become the main body of derivative products,and the display props provide the possibility of derivative real scenes.Discuss the balance between the function and aesthetics,practicality and decoration,and commemorative value of movie prop derivatives,and the importance of IP source for its development.The above four parts are used as the carrier for the packaging and promotion of domestic fantasy movies.At the same time,the relationship and interaction between the carrier and the means are discussed by integrating several packaging promotion methods such as public aesthetics,visual consumption,and national cultural communication.