The Version Changes Of "Wuliangye Image Films"and Interpretation Of Visual Culture Since The Beginning Of The New Millennium

Wuliangye Group Limited Company is a famous enterprise of Chinese liquor, and the good fame of its products in both domestic and international markets is related to the enterprise image propaganda closely. Enterprise image propaganda film is the process of conveying enterprise and product information to the audience through film images.Professional theories of movies used, version changes of Wuliangye enterprise propaganda film as an example, this study explores factors in the version changes of Wuliangye enterprise propaganda film. Focuses are on the professional elements contained in the enterprise culture propaganda film and analyzing the inner meanings of these elements and how shooting methods are integrated with the social trend to display enterprise culture, seize the audience eyeball, and create a market demand. From the advantages of the different versions, this study analyzes the problems and puts forward the optimized promotion strategy to provide reference for production of enterprise image propaganda represented by Wuliangye.In the Wuliangye enterprise image propaganda films in the new millennium,2013as the time node, it obviously shows two types, from the changes of production, communication platform, cultural connotation, positioning of the consumer groups, summarized as the enterprise image publicity film stage, the enterprise music TV as its mainstream; and the stage taking telling in a simple, straightforward way as the mainstream.And the reasons for the changes of Wuliangye enterprise image propaganda films include fashion trend development of liquor making industry, national policy, the movie and television culture guide, market demand, etc.We live in the era of visual culture, enterprise image propaganda films are the typical representative of visual culture. This paper re-examines and applies Baraz theories about the visual culture, from the linguistic universal, perceptual features and virtual features of visual culture, to describe how Wuliangye enterprise image propaganda films spread its ideological and cultural enterprise concept in the new millennium in the changes, detailed in fashion design, light and color, music, close-up photography and transform multi section expounding perceptual features, visual hallucinations, moving camera, etc.The two versions Wuliangye enterprise image propaganda film changes show expose high production cost, the decay of the music video vitality, unattractive straightforward narrative, media restrictions and other issues affecting the dissemination effect of enterprise image propaganda films.Through the integration of film theory knowledge and the current social situation, this paper suggests, from the public service advertising experience, professional production team, enhancing enterprise image consciousness to the core enterprise culture, create the optimization strategy of enterprise image propaganda film.