Abstract
This paper examines how light plays a significant role in the cultural and visual language in Lollywood movie posters, comparing traditional handmade designs with computerised ones. Based on my MPhil research, the study analyses how the treatment of light, contrast, and colour exposes the progressing cultural expression, gender representation, and patriotism in Pakistani cinema. The paper explores how traditional posters used communicative lighting to express emotion and cultural allegory through a semiotic and cultural lens, while digital posters embrace globalized aesthetics that reshape these narratives. The evolution from brush to byte-based design in Lollywood movie posters not only marks the shift in technique but also in the visual language of social and traditional storytelling. By outlining light as identity, the paper contributes to broader discussions on the influence of design technologies on regional aesthetics in a fast-evolving digitizing world.
Presenters
Ayesha LatifDirector, Paper, Printing & Packaging, Bazaan Global Enterprises, Punjab, Pakistan
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Creative and Cultural Technologies
KEYWORDS
Cultural Identity, Cultural Representation, Design Technologies, Digital Aesthetics, Handmade vs Digital Design, Light and Symbolism, Lollywood Posters, Pakistani Cinema, Visual Culture, Visual Semiotics
