【作者】 杜娟；

【导师】 于春生；

【作者基本信息】 河南大学 ， 艺术硕士（专业学位）， 2019， 硕士

【摘要】 随着媒介技术的进步和硬件基础设施的不断升级,我们所处的媒体传播环境正以前所未有的速度变化、发展。身处4G时代,展望5G时代,视频这一内容形式迎来了潜力巨大的发展机遇,短视频、竖视频、VR视频等不断拓展视频产业的发展边界。新世纪以来,我国不断推进新型城镇化进程,城市发展机遇与挑战并存。城市的形象构建影响到城市的未来发展建设,也关系到城市居民的情感归属与认同。作为一种非虚构视觉文本,城市形象宣传片具有真实性、人文性和倾向性的特征,主要创作诉求即为制造城市符号、塑造城市形象、制造城市印象。本研究选择豫东小城、庄子故里民权作为拍摄对象,结合文本分析与拍摄实践,梳理我国城市形象宣传片创作发展的历程,并指出当下的城市形象片创作存在的问题,一是缺乏观念上的创新,二是缺少对受众主体地位的认识,三是互动营销意识普遍薄弱。创作理念决定创作实践。为适应传播新环境,城市形象宣传片的创作者已不能满足于既有的模式和“套路”,而应当深入群众之中、网民之中。在基调上,从追求“高大全”转向“小清新”;在创作思路上,从单一的“官宣”方式转向广泛吸纳网民智慧;在风格上,从“以理服人”为主向“以情动人”为主转变;在内容表现上,强化视听符号的建构,恰当使用技术,采用故事化的叙事技巧。宣传片的制作完成只是宣传的前提,为实现有效的传播,优化宣传的实际效果,有关宣传主体还应充分利用网络媒体尤其是社交媒体的独特优势,积极拓展“他塑”方式,合理运用智能技术提高宣传效率,实现宣传片的精准投放。除此之外,公开发布的宣传片在传播中也将成为公共舆论的源头,主动的引导和“把关”必不可少,利用传播规律合理规划传播方案、及时把控具体传播流程,将大大改善传播效果、规避传播风险。更多还原

【Abstract】 With the advancement of media technology and the continuous upgrading of infrastructure,the media communication environment in which we live in is changing and developing at an unprecedented rate.In the 4G era,looking forward to the 5G era,the content form of video has ushered in a huge potential for development.Short video,vertical video,VR video,etc.continue to expand the development boundary of the video industry.Since the new century,China has continuously promoted the new urbanization process,opportunities and challenges of urban development coexist.The image of the city is built into the future development of the city,and it is also related to the emotional belonging and identity of the urban residents.As a non-fiction visual text,the city image propaganda film has the characteristics of authenticity,humanity and inclination.The main creative appeal is to create urban symbols,shape the city image,and create the city impression.This study selected Minquan County located in the eastern part of Henan Province and is Zhuangzi’s hometown,as the target,combing the development of the creation and development of China’s urban image propaganda film,and points out the problems existing in the current creation of urban image films.First,there is a lack of conceptual innovation,second,lack of understanding of the subjective status of the audience,and third,the awareness of interactive marketing is generally weak.The creative concept determines the practice.In order to adapt to the new environment,the creators of the city image propaganda film can no longer be satisfied with the existing models and “routines”,but should go deep into the masses and netizens.In the tone,creators should turn from the pursuit of "high and complete" to "small and fresh";in the creative thinking,turn from a single "official propaganda" mode to broadly absorb the wisdom of netizens;in terms of style,turn from "persuading through reasoning" to "moving with affection";in terms of content performance,strengthen the construction of audiovisual symbols,use technology properly,and adopt storytelling narrative techniques.The completion of the production of the video is only a premise of publicity.In order to achieve effective communication and optimize the actual effect of the publicity,relevant propaganda subjects should also make full use of the unique advantages of online media,especially social media,actively expand the way of other-shaping,and rationally use intelligent technology to improve the efficiency of publicity and achieve accurate delivery of promotional videos.In addition,publicly released promotional videos will also become the source of public opinion in the dissemination.Active guidance and “gate-keeping” are indispensable.In order to improve the communication effect and avoid the risk of transmission,relevant management personnel should use the law of communication to reasonably plan the communication plan and control the specific communication process in time.更多还原