在台灣院線發行之華語電影海報資料建置專案設計

電影海報是電影宣傳的重要媒介，電影海報可說是一部電影的名片，由此可知電影海報的設計足以代表電影的各種樣貌，本研究則針對出版國家為台灣、香港、新加坡、中國大陸以中文發音為主的華語電影，自1965到2010年的電影海報作為研究對象，以符號學理論、海報設計、圖像構成分析，進行華語電影設計研究，並探究其在時代背景脈絡影響之下的發展及風貌。本研究結果有三，首要為華語電影海報在圖像表現上為明星形象的建立，以劇照集錦為圖像公式，文字表現上為美術字體居多；編排表現上則大多具有主題性的分割、標題顯眼並誇大為主要編排形式。次要，華語電影海報設計的符號運用以電影明星的肖像性符號為主流，將電影明星崇拜的流行現象，反映在電影海報圖像設計的符號表現，是為時代流行指標的意義象徵。其三，在時代潮流背景下，華語電影海報見證了台灣美術設計在海報設計製作上，從手繪製作、照相印刷製作到攝影輔助設計的時代變化，同時反映電影文化工業的興起與沒落，展現由清新寫實到多樣風貌、劇照集錦式、商業公式化的設計取向，且在海報設計中呈現當時的生活型態，作為反映平民文化演變下的流行指標與消費型態。

關鍵字

華語電影；台灣電影海報；數位典藏；海報風格設計

並列摘要

ovie poster is an important media for movie promotion, as it can be likened to “business card” of one movie. Thus it may be known that movie poster design represents varied movie patterns. Posters of Chinese movies in Chinese language released by Taiwan, Hongkong, Singapore and China from 1965-2010 are research subjects of this study. Using theory of signs, poster design and image composition analysis, this research aims to conduct research in Chinese movie poster design and delve into its development and style and features under the context of trend of the times. This study has come up with three results. Firstly, image presentation of Chinese movie poster lies in building the image of movie stars and taking collage of stage photos as iconic formula, as written words consist mostly of artistic font. The main pattern of layout presentation features largely thematic division, with conspicuous exaggerated title. Secondly, the application of signs for Chinese movie poster design focuses on taking iconic sign of movie stars as the mainstream, getting the phenomenon of admiring movie stars reflected in sign expression for designing movie poster image. It thus presents the meaning and symbol for popular indicator of the times. Thirdly, under the context of the trend of the times, Chinese movie posters have witnessed the application of Taiwan’s graphic design to poster design and production, undergoing changes from hand-painted production, photographic printing production to photography-aided design. In the meantime, it reflects the rise and fall of cinematic culture and industry that demonstrates the orientation of design from refreshing, realistic to varied features, stage photo collage, and commercialized-formula centric design. The presentation of lifestyles then in movie poster design serves as a reflection of popular indicator and consumption pattern in the context of evolution for plebeian culture.