视觉意象与跨文化传播效果——以迪士尼电影《花木兰》四国海报为中心

Visual Image and Inter-cultural Communication Effect--Case Analysis on the Posters Collected from Four Countries,of Mulan,A Disney Film

2020年迪士尼电影《花木兰》上映后在欧美等海外市场获得好评,却未能引起中国观众的共鸣。通过对比美、日、韩、中四国电影海报,发掘视觉意象与跨文化传播效果之间的关系,揭示电影在中国市场传播效果不佳的原因。研究发现,海报的原型意象,植根不同的文化传统、唤起观者对不同国家的形象记忆;海报的颜色、空间布局和特殊符号运用,建构起男权认可的“巾帼英雄”概念,削弱了女性主义价值观认同;中国版海报展现了符号语境下的文化成见,塑造出东方落后的形象。因此,挪用他国文化符号进行传播,若缺失平等和敬畏的心态,跨文化传播效果将大打折扣;同时,我国也应开发本土传统文化意象和符号资源,主动充分地讲述中国故事,塑造全球文化形象,减少本土传统文化符号被“污染”的状况。

After the release of Mulan,a Disney film in 2020,it has won high praise in Europe,America and other overseas markets,but failed to resonate with Chinese audiences.This paper,through the comparison of film posters collected from the United States,Japan,South Korea and China,explores the relationship between visual images and inter-cultural communication effects so as to reveal the reasons for the poor communication effects of films in the Chinese market.It is found that the archetypal images of posters are rooted in different cultural traditions and arouse viewers’different image memories;the color,spatial layout and special symbols have built the concept of“heroine”recognized by men’s rights,but such elements have weakened the recognition of feminist values;the Chinese version shows the cultural stereotypes in the symbolic context and shapes the backward image of the East.Therefore,the communication effect will be greatly reduced if the cultural symbols of other countries are copied without the mentality of equality and awe;China should develop the resources of local traditional cultural images and symbols,actively and fully tell Chinese stories so as to shape its global cultural image,thus reducing the“pollution”of traditional cultural symbols.