The Language and Advertising Symbols of Modern Theater Facades:A Case Study of Shanghai

CHEN Qian; ZHANG Wei

doi:10.3969/j.issn.1000-0232.2025.01.002

Abstract：As a representative of entertainment architecture,theaters play an important role in the development of modern urban spaces.Previous studies have mostly focused on analyzing the distribution and structural characteristics of urban entertainment spaces,or have explored the influence of politics,economics,and demographics on the formation and aggregation of entertainment spaces.Research on single buildings has focused on performance spaces or the construction regulations of special buildings.Few studies have examined building facades.With the increased modernization of Shanghai,the city has sought to expand its economy based on commodities.Entertainment has become one such commodity,with entertainment buildings acting as major commercial centerpieces.The facades of entertainment buildings have also transformed,now acting as"signboards"for soliciting. Firstly,based on modern newspaper and archive records,the composition of the facade language of 25 modern theaters in Shanghai was analyzed.The façade elements were coded as independent events p,and the ratio of the elements to the total language of the facade was calculated.Then,the information entropy(H)for the calculation of information size was introduced to judge the shift of modern theater facades from classical to modern.Finally,the relative abundance was calculated,and the universal language and sign language of building facades were divided according to the markers given in the analysis. It was found from the analysis of the facade language of modern theaters in Shanghai that there was a clustering of symbolic forms in the development of facades.Four types of classical symbols in pre-modern periods have been formed,including roof symbols,wall symbols,arch symbols,and column symbols.Besides,three types of modern symbols in early modernist periods were established,including geometric wall symbols,vertical geometric symbols,and geometrized block symbols.The symbolization process of theater facades also included the shaping and simplification of symbolic forms.There were two symbolic forms in modern theater buildings in Shanghai:One was the basic form of Western monumental public architecture,and the other was the metaphorical form of Art Deco-style cinemas.With the increase in the number of theaters,a method of referencing,integrating,and updating symbol forms has emerged.On the one hand,theaters that used classical language simplified the form of Western monumental public buildings to achieve psychological recognition of"civilized"architecture.On the other hand,theaters that used modern language imitated and updated iconic buildings such as the Grand Theater to obtain the same functional metaphor. The advertising symbols on the theater facades were gradually shaped by the influence of consumer culture,in which differential consumption serves as a fundamental mechanism.This included the iteration of symbols as people's understanding of"new"architectural forms has shifted with social identities.The disparity in consumer behaviour also facilitated the formation of identification symbols.In the early days,theaters were merely divided into Chinese and Western styles.However,theaters were classified into different grades with the emergence of the cinema rating system.The architectural form of first-run theaters became widely appreciated.It was endowed with social significance,including group and fashion symbolism.The dissemination of architectural language also objectively represented symbols,and the same denotative meanings were formed through the appropriation and updating of the semantics and syntax of symbolic forms.Moreover,advertising symbols were further reinforced. The formation of modern theater advertising symbols originated against a backdrop of increased entertainment consumption.The creation of different symbolic forms was influenced by social structure,social identity,individual demands,and aesthetic orientation.Studies on façade language and the evolution of advertising symbols in modern theaters can provide insight into the establishment of contemporary urban images.