视觉语境下城市形象宣传片的情感表达

发布时间：2018-03-17 12:37

本文选题：视觉语境　切入点：城市形象宣传片　出处：《西北大学》2013年硕士论文　论文类型：学位论文

【摘要】：伴随着全球经济发展的一体化,国际竞争的单位从国家转变成了城市之间的竞争。随着城市竞争的日益激烈化,对城市硬件的衡量己不是关键,而更重要的是城市软实力的比拼。城市形象宣传片是提高城市软实力以及城市形象营销的重要手段。城市宣传片是通过对城市具象风貌的镜头表现,结合利用视听语言的表现手法生动形象地展示城市的内外形象和气质。近年来城市形象宣传片数量不断增加,无论是一线、二线城市,还是三四线城市都在不同程度的通过形象宣传片来制作自己的“城市名片”。通过在不同媒介中投放播出,城市形象宣传片可以全面地展示城市形象,广泛传达城市精神和文化,从而达到提高城市知名度和美誉度的目的。同时能够促进城市经济和社会的发展,增加城市居民的凝聚力和认同感。然而目前城市形象宣传片仍然存在着视觉表现同质化、缺乏创新等问题。本文从视觉语境深入分析拆解城市形象宣传片的视觉要素,着重从视觉符号及其情感表达的角度来做研究。情感作为受众群体所共有的特征,是城市形象宣传片设计中所不可缺少的重要因素。人类的情感具有共通性,这为传播者和广大受众之间的沟通交流提供了可能。城市形象宣传片中的情感表达往往作为影片暗含的线索出现,对影片情感表达的完整感受能够使受众深刻了解传播者的深层意图。对于城市形象宣传片情感信息的分析和研究有助于传播者从一个新的角度重新审视影片本身的表现方式,能够让传播者和受众之间产生更好的情感沟通。分析不同影片表现形式的情感表达特征及要素,能够对城市形象宣传片的策划制作提供指导思路。希望对于情感表达的研究能够为城市宣传片的创作开辟新的思路和方法。从而给从业者一些制作时的思考,让城市宣传片中所表现的城市美能够与大众的审美和心理期望相融合,让受众更好的感受城市的精神和魅力。
[Abstract]:With the integration of global economic development, the units of international competition have changed from national to urban competition. With the increasingly fierce competition in cities, the measurement of urban hardware is no longer the key. What is more important is the competition of urban soft power. The city image propaganda film is an important means to improve the city soft power and the city image marketing. Combining the expression techniques of audio-visual language to vividly display the image and temperament of the city inside and outside. In recent years, the number of city image propaganda films has been increasing, whether in first-line or second-tier cities, Or are third-and fourth-tier cities making their own "city business cards" in varying degrees through image propaganda films. By putting them in different media, the city image propaganda films can comprehensively display the city image and widely convey urban spirit and culture. In order to improve the popularity and reputation of the city, it can promote the development of urban economy and society, and increase the cohesion and identity of urban residents. However, there are still some problems in city image propaganda film, such as homogeneity of visual performance and lack of innovation. Focus on the visual symbols and their emotional expression to do research. As a common feature of the audience, emotion is an indispensable and important factor in the design of city image propaganda film. This provides the possibility for communication and communication between communicators and a wide audience. The emotional expression in the city image propaganda often appears as the clues implied in the film. The complete feeling of the emotional expression of the film can enable the audience to deeply understand the deep intention of the communicator. The analysis and study of the emotional information of the city image propaganda film will help the communicator to re-examine the performance of the film itself from a new angle. Can let the communicator and the audience produce better emotional communication. The characteristics and elements of emotional expression in different film forms are analyzed. I hope that the study of emotional expression can open up new ideas and methods for the creation of urban propaganda films, thus giving practitioners some thinking when they make them. The city beauty can be combined with the aesthetic and psychological expectations of the public, so that the audience can better feel the spirit and charm of the city.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J952

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