黄海电影海报设计的诗意叙事

The Poetic Narrative of Movie Posters Designed by Huang Hai

电影海报是设计者运用视觉符号体系对电影故事和主题予以阐释升华的视觉传达艺术。黄海是近年来国内电影海报设计师的代表人物,其设计作品极具识别性,呈现出一种饱含中国美学思想的“诗意叙事”风格。本文将着重分析黄海电影海报的风格化设计特征:结构上通过人物、情节和场景的叙事设计实现与电影故事的呼应与暗合,手法上将海报叙事诗意化,营造情景交融、虚实相生的意境之美。运用形变、对比、象征等修辞手法实现美与情感的传达。同时,也将阐释在国际化语境下,这种“诗意叙事”的设计风格如何成为本土文化的转译和国际输出时的策略表达。

Movie poster is a visual communication art that designers use visual symbol system to interpret and sublimate movie stories and themes.In recent years,Huang Hai is a representative figure of domestic movie poster designers,whose design works are highly visual identification,showing a"poetic narrative"style full of Chinese aesthetic thoughts.This paper will focus on the analysis of the stylized design features of the movie posters designed by Huang Hai:structurally,through the narrative design of characters,plots and scenes to achieve the echo and coincidence with the movie story,and by means of poetic meaning to create the beauty of artistic conception with the fusion of setting and feeling as well as the blend of blankness and fullness,besides,by means of rhetorical techniques such as deformation,comparison and symbolization to achieve the transmission of beauty and emotion.At the same time,it will also explain how this kind of"poetic narrative"design style has become the strategic expression of domestic cultural translation and exportation in the context of internationalization.