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好的电影海报价值几何
2017-08-21 04:11:32 中国青年网
无论是简洁明快的小清新,还是浓墨重彩的中国风,黄海关注的是每部电影自身的内涵,作品里并没有强烈的个人风格烙印。“用心去把握电影艺术中传达出的微妙情感,才能在方寸间接近极致。”黄海说。
平衡好商业性和艺术性很重要
电影《太阳照常升起》《让子弹飞》《一步之遥》上映前,均推出了“概念版”海报,随后另类的“概念海报”在国内逐渐得到认可,这也标志着海报作为电影“嫁衣”的艺术价值和商业价值正开始被挖掘和重视。所谓“概念海报”,即发布于电影开拍之初甚至之前,在电影的具体细节或人物还未公布的前提下,用来传达电影气质和调性的海报。因为不必拘泥于剧情本身,发挥空间大,“概念海报”往往是设计师的“最爱”,但这种海报以往并不为国内电影乐于采用。“请了那么多明星来,不放明星的大头像岂不是很亏?而且这样的海报受众能懂吗?”这是片方的共同顾虑,也是电影海报艺术性与商业性在暗中的较量。
那么,什么样的海报设计是成功的呢?
“想要给好的电影海报设计定下一个统一标准,是一件很难的事情。”清华大学美术学院视觉传达设计系副教授陈楠认为,现代设计的发展是一个动态的过程,许多概念都在不断地丰富甚至改变,海报设计的评价标准也是一样的。“海报设计一般分为商业海报与文化海报,从专业的角度,我们称文化类的为‘海报’,称商业性的为可张贴‘广告’。”陈楠说,文化类海报以设计师的观念和视角解读文化、社会等问题,表现手法比较偏向个性化与独立性。而商业广告中的海报设计主要功能是推销商业产品或推广品牌概念,其评判标准会侧重商业推广的效果。
陈楠强调,电影海报是介于文化海报与商业广告之间的比较特殊的海报设计类别。“回看西方戏剧海报设计的传统,设计师一般不会直接把剧照作为海报画面表现的主体,因为很难用一张图片描绘复杂的戏剧内容。设计师通常会抓住戏剧的核心思想与调性,结合创意选择符号语言的组合,搭建画面与字体设计。”电影和戏剧海报介于文化海报与商业广告之间,是因为电影和戏剧本身具有文学性和思想性。如设计《哈姆雷特》的海报一定会加入对于人性、生死等哲学问题的思考,而商业演出的票房需求与推广需求都决定了在这个海报设计中不能完全以设计师主观意志为唯一维度,突出明星的肖像、展示戏剧中精彩的内容等也是设计需要考虑的。
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