Research On Taiyuan City Image Publicity Video

Under the background of globalization and urbanization,the competition between cities is increasingly intensified,and the city image becomes the key factor to build the core competitiveness of cities.The city image publicity video is a special way of promoting the city image through modern audio-visual technology.It is essentially a process of "creating an impression" in the audience's mind.Through the display of the city's natural geographic environment,historical customs,spiritual temperament and other aspects,the city image publicity video completed the information exchange and interaction with foreign countries,shaping a unique city image.It is beneficial to improve the city's reputation,popularity and competitiveness,and is of great significance to promote the sustainable development of the city.This research takes Taiyuan city image publicity film as the research object,mainly uses the related concepts and basic theories of communication science and structuralist semiotics,and explores the problems of constructing the city image by using image symbols,sound symbols and text symbols in Taiyuan city image publicity film.Through content analysis and multi-modal analysis of the samples,it can be found that the Taiyuan City Image Propaganda not only "reproduces" the objective reality of the city,but also "shapes" and "corrects" the city image using the "simulation" model.Secondly,as a symbol text with a variety of modes in one,each symbol in the propaganda video plays an important ideographic role and completes the double-layer ideographic process.Among them,the image symbol not only has an extension meaning,but also has an implicit meaning.After the metaphor and metonymy interpretation of expression and linkage,image symbols in the construction of the city's image plays a major role in the process.Based on the theme,emotional tone,narrative function and local cultural representation,the sound symbol carries out "one-sided" directional collection,and coordinates with the image symbol in the way of juxtaposition and coexistence,so as to make the meaning expression of the propaganda video text more complete.Text symbols have double functions,not only solidify the meaning of image symbols,but also play a "relay" function to supplement and extend them.The function is to make up for the weakness of image symbol expression in the aspects of information transmission,emotion expression and interpretation connotation.Through the careful selection and arrangement of all kinds of symbols,cooperate with each other and work together to realize the construction of meaning in the continuous process of linkage,the city image construction of "Jindi style historical and cultural ancient city","cool and livable city with beautiful landscape" and "innovative and dynamic city with metropolis quality" has been completed.Finally,although Taiyuan city image promotion film can effectively shape and correct the image of the city,there are still these problems: focus on spectacle making,ignore the central position of people;The choice of symbol is the same,the expression technique is lack of innovation;The symbols are simply piled up,and the spiritual connotation is not fully explored.These problems should be improved from the following aspects: people-oriented,focusing on micro-narrative;Actively explore and innovate the means of expression;Accurate positioning,deep dig the spiritual connotation,in order to promote the further development of the city image publicity video.