Visual metaphor in film poster design: a two-level analytical framework

Abstract

The paper proposes a two-level analytical framework for visual metaphors in film posters, distinguishing primary integration (efficient information delivery) from advanced sublimation (autonomous meaning generation). Using purposive sampling and qualitative visual analysis grounded in cognitive semantics and semiotics, the study demonstrates that the two levels differ not in degree but in cognitive operation and communicative orientation: primary metaphors rely on form substitution and perceptual resemblance, while advanced metaphors use symbolic recombination and trompe l’oeil to invite hermeneutic participation. The framework offers a formalized tool for design critique and practice. Key words: The paper proposes a two-level analytical framework for visual metaphors in film posters, distinguishing primary integration (efficient information delivery) from advanced sublimation (autonomous meaning generation). Using purposive sampling and qualitative visual analysis grounded in cognitive semantics and semiotics, the study demonstrates that the two levels differ not in degree but in cognitive operation and communicative orientation: primary metaphors rely on form substitution and perceptual resemblance, while advanced metaphors use symbolic recombination and trompe l’oeil to invite hermeneutic participation. The framework offers a formalized tool for design critique and practice.