A Study on the Influence of Movie Poster Design on Audience Behavior from the Perspective of the Attention Economy -an empirical analysis based on the AIDA model-

초록

As a visual derivative of film, the movie poster plays an increasingly important role in communication, no longer limited to conveying basic information but also to capturing audience attention and stimulating viewing behavior. The core task of film promotional design is to seize viewers’ attention within a short time, convey the film’s tone and emotions, and guide audiences to watch, thereby promoting box office conversion and generating economic benefits. From the perspective of the “attention economy,” this study examines how poster design elements influence audience responses. The AIDA model (Attention–Interest–Desire–Action) serves as the theoretical framework. First, qualitative analysis of real cases identifies key visual elements in poster design, providing a basis for hypothesis development. Then, quantitative research using a questionnaire survey with 210 valid responses is conducted to empirically assess the specific roles of design elements across the four AIDA stages. Findings show that different elements influence audience behavior differently: color significantly captures “attention”; imagery, by expressing emotion and narrative atmosphere, stimulates “interest”; composition shapes visual focus and interpretive direction, sustaining interest; typography, as a carrier of film information, often employs metaphor, emotional cues, or empathetic phrasing to evoke “desire”; functional information design prompts “action,” while the integration of design elements further reinforces action. These results not only reveal stage-specific links between design elements and audience behavior but also confirm the effectiveness of visual design in shaping response pathways within the attention economy. The study offers practical recommendations for film promotion and cultural product design, and provides theoretical and empirical support for optimizing movie poster design strategies.

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