Research On The Communication Mode And Problems Of Tourism Promotional Video Of CCTV

Tourism promotional video of CCTV is the carrier of cultural resources promotion and image-building, the most direct form of expression of audio-visual language, and also the business card in marketing campaign of the tourism destination. By using the theory of communication, putting the dissemination process of tourism promotional video as the process of information dissemination, this thesis analizes it from the aspects of source, information, communication channels and audience, so as to find the problems in communication and propose new strategies of the tourism promotional video of CCTV combining with the development of advertising in the environment of new media.In the research process, the promotional videos inserted in the three prime time news programs, namely Morning News,News in 30 Minutes, CCTV News in December, 2015 and January, 2016 are colleted and arranged, then they are classified into four categories, that is single sites, provincial and urban promotion, investment promotion, and holiday celebration. Further more, the author takes the promotional videos as message sample, and encodes them with visual symbols, including the aspects of length of the video, the geographical distribution, the use of font and color, the selection of characters, the use of lenses, the features of the language, the property of videos, and so on.This thesis consists of five parts. The first part mainly summarizes the status of TV tourism advertisement, which could help us understand the development process of tourism promotional video. The second part describes the new environment faced by the tourism videos, including the effects of the TV dramas, variety shows and hot events, as well as information search of online network like new media on tourism, and then discusses the potentiality of youth group in the tourism market. The third part analyzes the communication mode of tourism promotional video, covering the theoretical basis and research methods of communication, as well as the source features, information features, and media features of the video by condidering the samples colleted before. Part four discusses the problems in tourism promotional video of CCTV, for instance, the source is single, the play is intensive, the visual effect is hard to predict, the video is hitted by the new media, and so on. According to the above sections of the study, part five proposes the media launching strategy, including integrating marketing strategies and building regional tourism brand, for example, displaying similar destinations on the basis of homogeneous phenomena; the shoot of promotional video is also very important, in which the attention to pre-planning element choices could help the expression of appeal points; in launching channels, by using popular social media, online interactive advertising and video interactive implantation can both be implemented; continuing brand construction, including the maintenance of the original brand and the supplement of multielement products, and combining the advertising appeal with the audience's aesthetic, including the "anchoring" of the aesthetic value guidance of the promotional video as message sources, and the timely understanding of the audience demand.