MDes Theses

Tae Eun Han

Cultural Sensitivity in Film Title Sequence Design: A Case Study of ChunhYang, A Korean Costume Film

Wendy Wong, Supervisor
May 2008

This thesis proposes a methodology for designing cultural products. In order for its potential as an integral part of the story-telling process to be realized, a great deal of thought and creativity must go into planning a film's title sequence. By analyzing Saul Bass' film title sequences, which are widely recognized as exemplary models of sensitivity to a film's contents and audience, I have examined the importance of excellent film title sequence design, which can be defined as n integration of a film's meaning and mood, and its desired effect on the audience.

In order to examine a film title sequence as a legitimate creative medium within the broad field of graphic design, I have selected the Korean film Chunhyang (2000). This film makes considerable use of a traditional Korean performing art form, pansori, as a narrative tool to introduce the beauty of the medium to a new generation that does not necessarily appreciate tradition.

In spite of its favourable reviews from professional critics, Chunhyang failed to resonate with the majority of the audience because the film did not consider the viewers' unfamiliarity with the form and content. In order to stimulate the audience to communicate with this specific traditional subject, I have designed a suggested new title sequence for this film.

From this project, it is apparent that designers of film title sequences must become more mindful of how the design process and product can lend authenticity and sensitivity to their works. A proper film title sequence, based on the integration of the film's story line, mood and meaning, enhances its value and generates a qualitative improvement in the film's role as a communicative medium.