Film Festival Poster Design in the Context of Globalization : Aesthetic and Cultural Expressions in Busan and Shanghai

This study investigates the poster designs of the Busan and Shanghai International Film Festivals, analyzing cultural symbols and color schemes from a globalization perspective. Through comparative analysis, it explores differences in brand image and cultural expression between Chinese and Korean film festivals. Using Schmitt’s Strategic Experiential Modules (SEMs) as a framework and the Korean Standard Color Analysis (KSCA) for quantitative color assessment, the research examines how visual elements convey cultural symbolism and emotional resonance. Findings in dicate that Busan festival posters favorcool tones, embodying a rational and minimalist aesthetic, whereas Shanghai posters prefer warm colors and rich cultural symbols that highlight national identity and emotional appeal. This study underscores the contrasting branding strategies of Chinese and Korean film festivals within globalization, offering insights into the role of cultural symbols in international festival posters.