Research On The Role And Value Of Image Propaganda Film In City Brands

The city image propaganda film is an important platform for city brand promotion and a powerful means for urban brand building.At present,China’s urbanization is rapidly advancing,and the branding of the city has become a particularly important part of the development of urban differentiation.City image propaganda is a necessary condition for urban branding,so the local government is competing to film the city image promo.The city image propaganda film shows the trend of regionalization and diversification.The important factor supporting this trend is the cultural elements with different regional characteristics.In recent years,as a historical and cultural city as well as a famous tourist city,Jinan has attached great importance to the shaping and dissemination of urban brands.Based on the advantages of good ecological resources,cultural resources and industrial foundation,Jinan has produced more than ten image propaganda films to shape the brand of Jinan city,which have brought certain positive effects on the branding of Jinan city.In order to further enhance the brand awareness of Jinan City,cultivate the regional advantages of Jinan,it is extremely important to launch a well-produced urban image propaganda film.Based on the clarification of Jinan city brand positioning,this paper explores the depth of the existing image propaganda film in Jinan,horizontal analyzes the visual symbols,color usage,lens language,visual appeal and other aspects of Jinan city image propaganda.And longitudinally interpret the value generated by the Jinan city image propaganda film in the dimensions of urban strength,government image,regional culture,and urban spirit.Subsequently,this paper combines the research on the dissemination effect of Jinan city image propaganda film,and comprehensively analyzes the role and value of Jinan city image propaganda film on urban brand.The study believes that the city image propaganda film is the urban symbol communication and urban brand interpretation generated under the definition of city brand.It is one of the effective ways to spread the comprehensive,multi-level and long-term system of city brand.At the same time,based on the reflection of Jinan city image propaganda film,this paper explores the lack of innovation in the form of creative image and the "one-sided" visual symbol in Jinan city image propaganda film,and proposes corresponding improvement suggestions.This paper reveals the important role of the creative form and the difference in the use of elements in the film image of Jinan City,and its positive significance for the shaping or promotion of Jinan’s urban brand.Finally,this paper attempts to provide some ideas and references for the design of the image propaganda film in Jinan and other cities,and to prospect its future development.