Research On The Visual Language Dynamic Design Of Movie Posters

Movie poster is an effective means of film publicity.With the continuous progress of science and technology and the continuous enrichment of media,the presentation of movie poster appears a dynamic way of expression.For the film market in the new era and new situation,the emergence of film dynamic posters is the choice of film market demand.Through reasonable dynamic design,posters can bring better impression,arouse audience interest,and stimulate the re upgrading of the film market.Film dynamic poster is a new form of film poster in the new media environment with the help of new technology and new media.Because of its space and time dimensions,it brings different display effects from traditional film posters.Compared with traditional posters,film dynamic posters have the advantages of large amount of information,strong interaction and strong experience,which is the development direction of future film propaganda means.This topic is to explore the dynamic design of film posters,combined with the multimodal discourse analysis method and the theoretical results of film science,to explore the dynamic design elements and expression rules of visual language of film posters,and to make an overall evaluation and analysis of film dynamic posters.The theory of multimodal discourse analysis is based on the three functions of Halliday's systemic functional linguistics theory.The expression of image meaning is divided into reproduction meaning,interaction meaning and composition meaning,and the visual grammar is studied.Multimodal discourse analysis theory provides a theoretical method for research.This kind of research is initially based on the analysis of language system,but it has good applicability to transform it into the study of movie dynamic posters.According to this analysis framework,this thesis studies the visual grammar of movie dynamic posters,and explores the expression methods and rules of movie dynamic posters combined with actual case analysis.Through the combination of multimodal discourse analysis and the means of expression in cinematography,it is conducive to break through the surface phenomenon of design,and study the picture content expression and design elements in the film dynamic poster from the essence of design.In this thesis,the author analyzes the inherent limitations of the traditional film posters,lists the advantages of the wide range,fast speed and strong pertinence of the film dynamic posters,analyzes the two ways of expression of the film dynamic posters,and sums up the five design principles of content simplification,information graphics,overall rhythm,theme strengthening and interactive interaction,so as to promote the development of the film dynamic posters State poster design plays a theoretical supplement and practical guidance.