Visual Representation in 'Concept Movie Posters' Designed by Chinese Artist HuangHai

중국작가 황해(黃海)의 콘셉트 영화포스터에 나타난 시각적 표현방법

Tong, Shiyuan;Yang, Jong Hoon;Lee, Sang Eun

  • Received : 2019.01.24
  • Accepted : 2019.02.07
  • Published : 2019.02.28


As the film industry develops in China, movie posters come in various types. Among them, 'concept poster' has been recognized as an important means to form the first impression of a movie at the early stage of promoting the movie. In China, however, there are not many movie posters that have been recognized for their creativity. Accordingly, it calls for research on creative methods of implicitly expressing the content of the movie. This study analyzed visual expressions in the concept posters of HuangHai, who has been recognized not only for commerciality but also for artistry. The results showed that he did not use images of famous scenes and actors in the movie. Instead, he created the implicit image that reflects the main theme of the movie by using Minimalism, color, typography, and pictorial images. This study has a significance in terms of providing fundamental resources for improving movie poster designs in China.


Concept Poster;Movie Poster;Poster Design;Visual Representation;HuangHai