For the first time, the Golden Rooster Award is for the audience to call for poster design and hand-painted cartoon “Rooster Gaze” voted “No. 1”
Author monologue
The author of “Rooster Gaze”, Mr.Q, is a freelance illustrator. He has not systematically received professional art education, but uses his spare time to create. Seeing this result, he was very touched, “I thought at the time that some people would like it, but I didn’t expect so many people to like it.” He also thanked the organizer very much, “Dare to build such a platform and let a lot of people like it. Different types of creators have the opportunity to express themselves. This is a very important conceptual improvement.” Regarding the implication of works, Mr.Q believes that “artists should not assign fixed meanings to works, or judge whether the audience’s understanding is correct or not. , You are a creator, and when you complete a work, you have completed your own expression. As for how the viewer understands the painting, everyone is a unique individual with his own independent point of view. Awareness is related.”
This year is the 40th year of the establishment of the Chinese Film Golden Rooster Award and the 33rd Golden Rooster Film Festival. For the first time in the history of the Golden Rooster Award Organizing Committee, the design of the film festival poster is open to the whole society. The event started in May of this year and ended in July, and finally received more than 1,600 submissions from various provinces, municipalities, autonomous regions, Hong Kong, Macao and Taiwan, and some foreign countries. On September 5, the top 100 online voting ended, with more than 1.3 million clicks, and the cumulative number of votes exceeded 1.66 million. In the end, a hand-drawn cartoon poster with a simple and humorous style, “Rooster Gaze”, won the “first place” with nearly 40,000 votes ahead of the second place.
Yan Shaofi, a member of the organizing committee of the event and secretary-general of the Chinese Film Association, revealed that “The Gaze of the Rooster” was one of the first batch of works received, and the creator of the work was a serious designer. “This work The original intention of the design is not to be funny, it is the creative work of the creator at a certain moment, it is the work of inspiration at that moment.”
Netizens have many interpretations of the work “The Rooster Gazes”. A netizen said that this work is cute and humorous in the “silly”, “especially with that peculiar look, it has an indescribable taste.” Another netizen wrote: “When you stare at the rooster, the rooster is also staring at you. This work is not purely funny, but a lively picture. I really think this is a very good design.” “It is the best of more than 1600 entries. A special one.” Yan Shaofi also holds a positive view. He believes that the creator’s design attitude is correct, the painting is fun and cute. “As long as the work is not malicious or deliberately ugly, we will not reject it, and we are happy to see you discuss it.”
Why is this year’s Golden Rooster Award poster design for the first time soliciting for the audience?
Yan Shaofi explained that in the past, the main visual posters were designed by professional design companies. This year the organizing committee has an idea that the Golden Rooster Award is not like the “Popular Film Hundred Flowers Award”. The award is selected by the audience and has audience participation. The Golden Rooster Award, as an expert award, often gives people the impression that it is “stalwart” or even “cold”. “We want to know what the Golden Rooster Award looks like in the eyes of ordinary people?
The shortlisting of a film festival theme poster can arouse such a great discussion enthusiasm among netizens. From the perspective of the purpose of dissemination, the organizer has achieved it. Yan Shaofi said that the final main visual poster will go through re-evaluation and final evaluation. Whether “Rooster Gaze” can be the main visual poster of this Golden Rooster Film Festival will be announced after the final evaluation, “but we will consider using it. Come to make derivatives around the film festival.”
Behind this small poster, it reflects the rich meaning of the times and the changes in the audience’s aesthetic trends.
First of all, for the organizer, being able to put aside the “cold shelf” and actively interact with the audience in the Internet age has not only increased topics and traffic, enhanced the popularity of the film festival, but also inspired the creative passion of art workers. , This is a “win-win-win” good thing. If this “Rooster Gaze” can really appear on the main visual poster of this year’s Golden Rooster Awards, it will surely arouse the enthusiasm of more audiences and greatly enhance the popularity of the Golden Rooster Awards. Secondly, after seeing those film festival posters with exquisite design lines, rigorous and reasonable layout, and strong metaphorical colors, the audience suddenly became interested in a cartoon poster that looks like a graffiti, which in itself can explain the problem. The biggest attraction of the poster of “Rooster Gaze” is the look in the rooster’s eyes, which is playful with a hint of wit. The audience will have a strong sense of intimacy when seeing it, which can attract more people to participate in the film festival. It is the original intention of holding the film festival. This is what “Rooster Gaze” has done. Thirdly, as far as the style of works is concerned, we can also see the changes in the aesthetic trend of the public in recent years. Everyone has begun to accept such seemingly immature works in their hearts, instead of focusing solely on the exquisiteness of the surface, but exploring The meaning behind the work. (Reporter Wang Jinyue)
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