商业视域下电影海报设计的审美机制及特点——以黄海作品为例

The Aesthetic Mechanism and Characteristics of Movie Poster Design from a Commercial Perspective: Taking Huang Hai’s Works as Examples

摘要: 快速发展的中国电影业，离不开海报设计的宣传作用。本文从美学和商业价值角度研究近几年备受关注的著名设计师黄海的电影海报。通过剖析黄海电影海报创作手法及表现形式是如何在商业和艺术之间无缝切换，不但没有任何冲突感，更不断为消费者提供新的视觉享受和体验。以此阐述黄海电影海报独特的艺术性、极具辨识度的设计是对电影商业价值的最佳诠释，也是推广电影商业的重要手段。商业价值的功利性非但没有掩盖电影海报作为视觉传达设计的文艺性，反倒是黄海海报设计中折射的美学价值、艺术修养、东方韵味不断给予人们新的视觉体验。

Abstract: The rapidly developing Chinese film industry cannot do without the promotional role of poster design. This article studies the famous designer Huang Hai’s movie posters from the perspectives of aesthetics and commercial value, which have received much attention in recent years. By analyzing how the creative techniques and forms of posters in Huang Hai movies seamlessly switch between business and art, not only does it have no sense of conflict, but it also continuously provides consumers with new visual enjoyment and experiences. The unique artistic and highly recognizable design of Yellow Sea movie posters is the best interpretation of the commercial value of movies and an important means of promoting film business. The utilitarianism of commercial value not only fails to conceal the artistic value of movie posters as visual communication design, but also reflects the aesthetic value, artistic cultivation, and Eastern charm in the design of Yellow Sea posters, continuously providing people with new visual experiences.