古装IP剧海报设计中的“意”与“象”

目的 研究古装IP剧海报设计中“意”与“象”的融合、“意中之象”和“意外之象”的塑造,将中国传统美学思想与海报设计艺术相结合,从而使古装IP剧的海报设计更具民族特点和个性,在注重商业宣传价值的同时提高其审美价值。方法 通过分析古装IP剧盛行的原因和意象美学的内涵,以及古装IP剧海报设计中“意”与“象”的塑造,阐述中国传统“意象”美学在海报设计风格和个性形成中的重要指导作用。结论 将“意象”美学理论运用于古装IP剧海报设计,有助于体现剧集的文化底蕴和艺术意蕴,可以创造出更加有意味、有意境的海报艺术作品,能够体现影视剧的商业价值,成为一个时代审美精神的象征。

The "Meaning" and "Image" in the Poster Design of Ancient Costume IP Dramas

The work aims to research the fusion of "Meaning" and "Image" and the shaping of "Images in meaning" and "Images beyond meaning" in the poster design of ancient costume IP drama, and combine the traditional Chinese aesthetics thought with the poster design art, so as to make the poster design of ancient costume IP drama have more ethnic characteristics and personality, and improve its aesthetic value while paying attention to the commercial publicity value. Through the analysis on the cause of prevalence of ancient costume IP dramas and the connotation of image aesthetics, and the shaping of "Meaning" and "Image" in the poster design of ancient costume IP drama, the important guiding role of Chinese traditional "image" aesthetics formed in poster design style and personality was stated. Applying the aesthetic theory of "image" in the poster design of ancient costume IP dramas can help to reflect the cultural and artistic connotations of the series and create more meaningful and artistic poster art works, which not only can express the commercial value of film and television plays, but also become a symbol of the aesthetic spirit of the times.