Visual rhetoric of the title design in bollywood movie posters
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Date
2019
Authors
Shahid, Mohammad
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Abstract
India has a diverse visual culture and language. Visual culture includes street graphics, folk art, local art and craft, theatre art, cinema and much more. Cinema art, one of the significant parts of this diverse visual culture brought a tremendous change in other visual sectors especially in street graphics. Cinematic culture in India started in late 19th century, in parallel with the western countries. It comprises of movies produced across the country in different languages. Among them Bollywood is a Mumbai based India’s leading movie Industry. Movies produced by this centre are of hybrid in nature and mostly produced in the Hindi language. Movie publicity is a part of a visual culture which shows profound influence on other sectors such as shop signs. Across timeline, different mediums like public announcement (vocal), print and digital are being used for movie’s advertisement. Publicity in print media is evident since the beginning of Indian cinema. It started with newspaper advertisements shortly followed by posters and banners full of visuals. Researchers believed that a movie poster can sell the movie without saying anything. It is a composition of static image and text which gives the firsthand visual experience of the movie to the viewers. Static image mainly includes movie stars portraits, graphical elements and key scenes from the movie and the textual part is in the form of title design, movie star names and credit block. Along with the movie star visuals, title design is another key element of the movie poster, which has been given significant importance over the period. It gives an identity to the movie and acts as a logotype. Unlike the conventional typography, title design has been explored in many ways such as manipulation in shape, size, colour, position, visual texture, and letterform structure to convey meaning and theme of the movie more effectively. It features other design variables also referred as ‘external elements’ such as outline, shadow and combination of image and text to make the title more expressive
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Supervisor: D Udaya Kumar
Keywords
DESIGN