摘要
电影海报旨在引起公众观看电影的欲望,但其图文的暗示经常超越意在的意识形态或主题信息。构图、明星与视觉指涉(如时装和其他互文)中的多余信息让电影海报成为变异的对位文本,因为海报催生了多层意义流通的一个动态机制,其媒介跨越多种艺术媒体和类型(如绘画、书法、摄影、设计、文学、戏剧和音乐)。电影海报因此介入媒体间性或跨媒体性,不可避免地指涉某种身外之物,某种隐蔽、变异或另类之物,某种与时空措置之物。本文以方保罗的《银光:1920-1970香港电影图说历史》(香港三联,1997年)为例,论证电影海报乃是华语电影史学领域中尚待开发的档案。方保罗的图说历史尝试了研究香港电影史的另类途径,其中对断裂、碎片、并置和差异的强调与后现代文学史类似。本文继而分析20世纪50-70年代香港、台湾和内地(祖国大陆)的华语电影海报,以论证电影海报乃是华语电影史与视觉文化中一种变异、另类的档案,期待一种猜测性阅读,以建构开放、多元的视觉意义体系。
The film poster generates public desire for watching the film,but its pictorial cues often exceed its intended ideological or thematic message.The excess information contained in graphic composition,star texts,and visual citations(e.g.,to current fashions and other intertexts)makes the film poster an alterative para-text in the sense that it sets in motion a dynamic of circulating multilayered meanings in a medium that resonates with other media and genres of art(e.g.,drawing,painting,calligraphy,photography,design,literature,drama,opera,and music).Film posters are therefore enmeshed in intermediality or crossmediality and inevitably gesture toward something outside themselves-something shadowy,alterative,alternative,something out of sync with itself in place and time.This article cites Paul Fonoroff’s Silver Light:A Pictorial History of Hong Kong Cinema,1920-1970(Hong Kong:Joint Publishing,1997)as example and argues that film posters constitute a largely unexplored,underutilized archive for Chinese film historiography.Fonoroff’s pictorial history offers an alternative way of approaching the history of Hong Kong cinema,one that resembles postmodern literary historiography in its emphasis on discontinuity,fragmentation,juxtaposition,and heterogeneity.The article goes on to examine film posters in Hong Kong,the mainland,and Taiwan in the 1950-1970 s and illustrates the ways film posters constitute an alterative/alternative archive for Chinese film history and visual culture,an archive that calls for speculative reading to construct an open,multivalent system of visual signification.
作者
张英进
Zhang Yingjin(Humanities at Shanghai Jiao Tong University,China;Comparative Literature and Chair of the Department of Literature at University of California,San Diego,USA)
出处
《文艺理论研究》
CSSCI
北大核心
2019年第6期33-45,共13页
Theoretical Studies in Literature and Art
关键词
电影海报
另类档案
变异
后现代文学史
猜测性阅读
film poster
alternative archive
alteration
postmodern historiography
speculative reading
