Research On The Creation And Communication Of The City Promotional Film Of Hunan Province

In recent years, with the fast development of the urbanization,the competition in the cities is becoming much more fierce. Shaping and spreading the city image are not only the important content of competition in soft power, but an inevitable choice for urban existence and development. Under such circumstance, city promotional films come into being, which can be regarded as the product of urbanization developing to a certain extent. These audiovisual texts are short but full of various manifestations which have made noticeable contributions to city’s tourist recommendation, investment, project sponsor, cross-regional cooperation and other aspects. Gradually it becomes a powerful tool of shaping city image. With the increasingly number of city promotional films in country, Hunan city promotional films has got great development.Based on the analysis of the collected 26 Hunan city promotional films, we found Hunan city promotional films are characterized mainly in three aspects. First, the cities share commonalities in topic settings and presentations in the creation of subjects. They have mainly highlighted history and culture, competitiveness and development potential, spirit,openness of cities and friendly attitude. Secondly, in terms of creation concepts, most of the films mainly express the ordinary citizens by reflecting their living conditions as primary contents. And furthermore,the creation of these films deeply embodies the essence of the culture and traditions of Hunan. Finally, in terms of creation techniques, each has its strong point in the application of sound and picture techniques. The dissemination characteristics of Hunan City’s promotional films are manifested in the following aspects. First of all, from the perspective of semiotics, combining with the analysis of the characteristics of these promotional campaigns, also via the analysis of the image promotion of the cities in Hunan, we found out that they, these films, all stem from the same root, in terms of communication strategy.Secondly, each link and each element of the dissemination also began to show their respective signatures. And last but not least, they also reflect the value of our society’s aesthetics, construction, economy, culture, and entertainment.Though Hunan promotional films have been gradually coming into being, the prominent issues are also worthy of introspection. Firstly, we can find homogenization problem exists in contents from the creation of analysis. In the mean time, creating techniques have also started to grow stereotypically and tend to be the rational statements of these cities.Secondly, from the dissemination of analysis, we have found that their appeals are vague, lacking of an integrated and consistent use of communication channels and other issues. These issues not only diminish the effects of these films, but also are gradually becoming a great obstacle to its future development. To solve the above issues, we can start fromincreasing involvement of expertise and achieving accurate dissemination.Professional research teams and advertising companies know how to grasp the orientation and clarify the appeal of city image films,so they provide not only a clear direction for the creation but also accurate target for the dissemination. Besides, from the perspective of creation technique,we can learn from others to overcome our shortcomings to inject a shot of adrenaline into its development. At last, according to the characteristics of media, we could make some recourse combinations and maintain continuous transmission to a certain extent.