Merging Tradition and Modernity: The Cultural Significance of Lollywood Film Posters

Abstract

This study analyses Lollywood film posters as cultural artefacts and visual narratives that influence and represent Pakistani cultural identity. This research employs a qualitative approach that includes visual analyses, semiotic interpretation, and designer interviews to investigate how these posters reflect socio-political and cultural changes over various periods. The approach examines the utilisation of motifs, symbols, and colours in hand-painted and digital posters to reveal thematic consistencies and aesthetic progression in forming national identity. These posters exemplify the fusion of traditional artwork and contemporary digital technology, showcasing the interaction between heritage and modernity. Research indicates that Lollywood film posters extend beyond mere advertising instruments, functioning as significant cultural text that encapsulates ideological and cultural sentiments while enhancing visual literacy and contributing to national debate. The research highlights the shift from manual to digital posters, highlighting the integration of folklore, local tales and international design trends in representing a hybrid cultural identity. Lollywood posters within South Asian visual media serve as lasting indicators of Pakistan’s changing socio-political and creative context, providing distinct perspectives on the visual representation of national identity.