Research On The Visual Rhetoric Of China’s National Image Propaganda Film In The Context Of Telling The Chinese Story

In the era of map reading,visual texts,driven by information technology,have gradually emerged as a huge communication advantage,becoming a dominant cultural landscape in practice and subtly influencing the communication logic and media landscape in the new media era.At the same time,the world is facing an unprecedented change in a century,and China stands at the historical intersection of the "two hundred years" goal,so it is imperative to improve international communication capabilities and build a good national image.Against the background of "picturisation of the world",the national image film,as an important form of building and disseminating the national image,can be more easily and accurately translated by the international community,thus showing the development and achievements of the country,and the daily life and spiritual outlook of the people.In this paper,we use visual rhetoric as the theoretical basis to study the 25 national image films led by government agencies and broadcasted at home and abroad from 2009 to 2022,in the context of telling the Chinese story.This paper firstly identifies the contexts in which the content of the visual texts of China’s national image publicity films is produced,with the intertextual context building the cognitive framework,the situational context enriching the semantic space,and the cultural context conveying the cultural connotation.Secondly,we explore and analyze the visual rhetorical practices of China’s national image campaign,focusing on the visual rhetorical strategies used.In terms of visual narrative,the visual metaphor breaks the stereotype of traditional China in the international community,while the visual metaphor establishes the emotional connection between people at home and abroad and China,and the deeper meaning in terms of rhetorical techniques,visual metaphors break the traditional stereotypes of China in the international community,while visual metaphors build emotional ties between people at home and abroad.Finally,the visual rhetorical practice of China’s national image campaign is summarized to provide important insights for future exploration.At the content level,the visual landscape of "Chinese characteristics,international expression" is created.Typical symbols can facilitate the smooth decoding of the film,the color scheme helps convey emotions,and the multi-layered narrative deepens the connotation.At the form level,the visual presentation is created with "equal dialogue and flexible persuasion",the camera is optimized to enhance visual impact,animation is empowered to create visual freshness,and technology is added to enhance visual interactivity.At the level of meaning production,the visual connotation of "inclusiveness and consensus" should be built to fit the national strategy and meet the characteristics of the times,while respecting cultural differences and forming a common space,and at the same time integrating mainstream values and gathering global consensus,so as to promote the better development of national image propaganda films in visual rhetoric practice,tell the Chinese The film should tell the story of China and convey the voice of China.