A Study On The City Image Of HangZhou Sport Event Adventising Under The Third Space Theory

Nowadays,with the acceleration of urbanization and economic globalization,the free and rapid circulation of production factors,human resources and technical resources has become normal,and the competition among cities for limited resources and capital has become more intense.It is one of the important measures to enhance the competitiveness of the city to hold sport events and improve the exposure and reputation of the city.As the visual presentation of knowing the city,understanding the city and displaying the city before the competition,the sports event promotional video combines the sports and the city propaganda film.It was presents the material and spiritual achievements of the city through the special story plot supplemented by the picture and sound effect in order to display the three-dimensional city image.In recent years,large sports events have been held in Hangzhou and it will host the 2022 Asian Games.The sports event promotional video show the comprehensive image of Hangzhou’s cultural and economic level and sports spirit,and provides a new way for the outside world to know Hangzhou.Based on the third space theory,this paper studies 21 sports event promotional video in Hangzhou in recent years by means of literature,text analysis,interview and so on.First,the audio-visual symbols in the sports event promotional video are divided into three spatial levels;Secend,from the material first space of visual display to analyze the content of material space display and how to grasp the audience’s attention through picture symbols.Third,from the second space of spirituality in the film to analyze the imagination space of Hangzhou,which is separated from or higher than the material by literature and modern scientific and technological achievements.Fourth,based on the study of two spatial symbols to discuss the third space under the deconstruction and reconstruction of the two spaces.The third space theory is based on the core idea of breaking through the traditional binary opposition and realizing openness and inclusiveness,so it presents the innovative vitality image of tradition and modern under the fusion of material and spirit,the image of historical and cultural city constructed by reality and imagination,the city image of sports events created by competition and leisure,and the harmonious and inclusive image derived from mainstream and edge.Finally,the author draws a conclusion and points out the production problems in the sports event promotional video,which provides reasonable suggestions for the city that our country wants to shape the image through the sports event promotional video in the future.The sports event promotional video constructs the material image of the city through the strange material scene of the city in the way of audio-visual symbol,and from the spiritual scene to the connotation of the city,from shallow to deep from the table and finally under the integration of the two to form a three-dimensional image of the city.In general,the presentation of the sports event promotional video is based on material and spiritual space,and the symbolic meaning of the symbol in the fusion of the two is the real demand of the producer.Behind the sports event promotional video is the strong endorsement of the government.So the presentation of the symbol is the result of political choice,which includes the transmission of the mainstream concept and ideology of the city.As a result,some thing were hidden under the struggle of choice.The third space theory advocates openness and tolerance,shielding or hiding elements are also part of the image of the city.Therefore,this study provides feasible suggestions for the production of sports event promotional video in China:the competition propaganda film is mainly sports elements and chooses representative material and spiritual achievements to be presented in sports;the city image not only contains bright,strange and unique parts,but also can deepen the understanding of the city with the integration of material and spirit.In addition,the city backstage also constructs the city image,the sports event promotional video should have various attitude to shape the three-dimensiona city image.