APJCRI Asia-pacific Journal of Convergent
Research Interchange

Case Study on Movie Poster Title's Chinese Characters Typography Categories: Focused on 2000-2021 Drama Movie Produced by Emperor Motion Pictures

February 28, 2023  |  Vol.9, No.2  |  PP. 481-493  | PDF

AUTHORS:

RuoShu Sun, Visual Communication Design Major, Dankook University, Korea

KEYWORDS:

Typography Element, Chinese, Drama Movie Poster, Movie Title

Abstract

The purpose of a movie poster is to convey information about a movie to the general public. It is essential that the title conveys the message of the movies. Due to the increasing globalization of the movie industry, many movie posters are promoted in domestic and foreign markets. As a result, the typography design of movie posters will also incorporate Chinese character elements to promote the movie internationally. It should be noted, however, that there is insufficient literature and theory on Chinese character typography design. Therefore, this study examines the characteristics of Chinese typography elements used in poster titles of total of 41 drama movie posters produced by Emperor Motion Pictures, a leading and influential Chinese-language movie studio, from 2000 to 2021. The analysis started by carrying out a classification of the posters of the plot movie by genre, then conduct specific analysis and research. The content of the analysis combines seven Chinese character typography genres and three typography styles, typography colors, and typography visuals to analyze the characteristics of the typography elements in the poster title. The Chinese characters are divided into seven genres: embodying type(具象型), common type(共用型), curved type(曲线型), elongated type(拉长型), rigid type(刚直型), amputation type(断肢型), and slim type(纤细型). The research results show that the title Chinese character genres and typography style of each type on the plot movie poster has different characteristics. In addition, the visual effects design mainly uses flat, and the colors are designed according to the characteristics of different plot types. Through this research, the reseacher have reorganized and interpreted the design characteristics of poster titles of various plot types. In the premise of designing titles and promoting movie poster titles under localization strategy in the international market, the conclusion discussed in this study can be refer to create a more excellent posters containing Chinese character elements to achive better publicity effects.