关键词: 电影海报, 复合文本, 媒介演进, 视觉文化

Abstract: Within the genealogy of visual communication media, film poster holds a unique position defined by its distinct textual attributes and functions. Traditionally, the film poster functioned as a secondary text. Its creation involved using graphic design to construct a cross-media signifying system, which took the film proper as its primary text and the poster as its vehicle. However, with the maturation of the digital communication ecosystem, visual communication has evolved into a symbiotic cross-media modality characterized by topic-centered aggregation, multi-platform dissemination, and online-offline synergy. Situated within this new ecosystem, the film poster is undergoing a significant transformation in both its production methods and textual form. Drawing upon a dual frame of reference—the historical trajectory of the film poster and the evolution of media technology—we argue that the contemporary film poster is increasingly taking on the form of a composite text, integrating multi-agent collaboration, multimedia convergence, multi- functional consolidation, and expressive diversity. Its objective is to create an open discursive space with complex cultural functions that can effectively convey film information by leveraging visual perception and shared topics as a nexus to actively incorporate audience participation.

Key words: film poster, composite text, media evolution, visual culture