DESIGN FEATURES OF MOVIE POSTERS IN MAINLAND CHINA DURING THE 1980S
DOI:
https://doi.org/10.32782/2415-8151.2025.35.56Keywords:
movie poster, design, Mainland China, symbols, composition features, color features, layout, graphic, culture, communication, visualAbstract
The purpose of the study is to analyze in-depth the design characteristics of movie posters in mainland China during the 1980s, focusing on aspects such as graphic use, color schemes, and layout composition. The research will also compare these characteristics with those of movie posters from the previous historical period, the 1950s and 1960s, to highlight the differences in design principles and specific design features across these two periods. Methodology. The methodology is based on systemic-analytical, comparative, imaginative-stylistic, complex-historical, compositional-constructive methods, which allowed for a comprehensive investigation of the problem and the drawing of wellfounded conclusions. By closely analyzing the visual elements of these posters, the study reveal the unique design features of 1980s Chinese movie posters. Results. The movie posters of the 1980s in mainland China demonstrate a significant richness in terms of composition and the integration of graphics and text. The posters show distinct differences from those of the 1950s and 1960s in their graphic use, color configuration, and layout. The 1980s posters place greater emphasis on emotional expression and thematic representation, reflecting the shift in Chinese society and culture from a singular focus on revolutionary heroism to a more diversified cultural backdrop. This shift is reflected in specific iconographic changes within the posters. Scientific novelty. For the first time, the design features of mainland Chinese movie posters in the 1980s were identified and described, and a comparative analysis was conducted, offering a systematization of movie poster designs in different periods. The study focused on the evolution of poster graphics, colors, and layouts, revealed new trends in artistic expression and cultural communication in mainland Chinese movie posters in the 1980s, and it was explored how these changes reflect the development of Chinese society and culture. Practical relevance. The research provides an overall view of the design evolution of movie posters in 1980s China. It contributes to understanding the aesthetic principles and historical trends of Chinese movie poster design from both a historical and textual perspective. From a practical perspective, the study offers historical insights that can serve as a reference for contemporary movie poster design practices.
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