跨文化视域下电影海报设计差异研究

The Research on Design Differences of Movie Posters from a Transcultural Perspective

在全球化背景下,东西方文化的交流与碰撞为电影海报设计开辟了新的视野和机遇。张艺谋所执导电影的海报不仅展现了中国传统艺术元素和民族叙事,也体现了其在全球化背景下对中西文化差异的肯定和融合。张艺谋电影海报设计的中外多个版本,在色彩、构图、字体和文化符号等方面的差异下,所反映的是不同地区的文化背景,审美观念和市场策略。这一研究对于理解电影海报设计的文化多样性和市场策略提供了有价值的参考。

In the context of globalization,the communication and collision of Eastern and Western cultures have opened up new horizons and opportunities for film poster design.The posters of the films directed by Zhang Yimou not only showcase the traditional Chinese art elements and ethnic narratives,but also embody his recognition and integration of the cultural differences between China and the West in the context of globalization.Under the differences of color,composition,font and cultural symbols,multiple Chinese and foreign versions of Zhang Yimou's film poster design reflect the cultural backgrounds,aesthetic concepts,as well as marketing strategies of different regions.This research provides valuable references for understanding the cultural diversity and marketing strategies of film poster design.