我国高校形象宣传片策划研究

发布时间：2018-04-14 04:27

本文选题：高校形象宣传片 + 理念定位　；参考：《曲阜师范大学》2014年硕士论文

【摘要】：海德格尔曾在1938年预言人类将步入“全球化图像时代”，随着社会的发展，传统文字阅读方式已很难契合人们视听接受心理，人类审美意识与思维的逐渐发生转变，“读图”成为人们接受与感知世界的主要方式。高校形象宣传片作为高校图像文本形象载体之一，对提高社会知名度、改善高校核心竞争力、实现可持续发展具有深远的影响。如何精心谋划高校视觉文本形象，已成为高校形象建设的棘手问题。基于西方管理学家马斯顿的社会公共关系活动“GRE”公式，本文将高校形象宣传片策划划分为三个关键环节：前期策划、中期策划、后期策划。其中前期策划主要关注：高校形象宣传片中理念定位与精、奇、特、新的内容遴选。中期策划主要对创作流程与手法的解读。后期策划主要对宣传片品牌塑造与传播运行进行探讨。这个三个环节相辅相成，共同构建了高校形象宣传片策划主体部分。而这三个环节中，大学精神内涵贯穿于整个宣传片策划之中。纵观目前学界对高校形象宣传片的研究，大部分都是从制作、意义、形象塑造等方面进行探讨，很少从策划学的角度对高校形象宣传片进行整体全面的研究。因此本文拟定立于策划学的角度对高校形象宣传片进行探究，通过各高校形象宣传片案例剖析，运用策划学、符号学、传播学、文化学等相关理论对高校形象宣传片策划流程进行细致解读、归纳并总结出高校形象宣传片整体策划应把握的环节与细节，并提出具体实践操作性较强的策划流程，进而提高高校形象核心竞争力。第一章：对高校形象宣传片策划进行界定，同时对高校形象宣传片策划定义、原则、现状、意义进行解读。本章着力从理论上整体把握基本概念、理论。第二章：对高校形象宣传片策划整体流程进行了剖析。其中策划流程从三个方面进行把握：前期规划：理念与内容策划；中期规划：创作手法与创作流程筹划；后期规划：品牌形象塑造与传播运营谋划。每一部分将结合相关案例进行解析、探讨，进而整体把握高校形象宣传片策划实践流程，并提出一些可建设性实践观点。第三章：通过亲身参与创作实践：曲阜师范大学2013年招生形象宣传片《圣地学府·儒风海韵》策划与制作历程，，进一步从实践策划角度探讨高校形象宣传片的科学化策划流程。第四章：对高校形象宣传片策划发展趋势进行展望：微时代下多元化创意理念凸显、交互式数字高校形象宣传片彰显新视野、跨文化语境中的影像艺术崭露头角，为高校形象宣传片策划未来发展之路提供可建设性意见。
[Abstract]:Heidegger predicted in 1938 that mankind would enter "the age of global image". With the development of society, it is difficult for the traditional way of reading words to fit in with the psychology of people's audiovisual acceptance and the gradual change of human's aesthetic consciousness and thinking.Reading pictures has become the main way for people to accept and perceive the world.As one of the carriers of image text image, the image propaganda film has a profound influence on improving the social popularity, improving the core competitiveness of colleges and universities, and realizing the sustainable development.How to carefully plan the visual text image of colleges and universities has become a thorny problem in the construction of university image.Based on the "GRE" formula of social public relations activities of the western management scientist Marston, this paper divides the image propaganda film planning of colleges and universities into three key links: early planning, medium-term planning and late planning.Among them, the early stage plan mainly concerns: the idea localization and the fine, strange, special, new content selection in the university image propaganda film.The medium-term plan mainly interprets the creation flow and the technique.The latter stage plan mainly carries on the discussion to the propaganda film brand shaping and the dissemination operation.The three links complement each other and construct the main part of the university image propaganda film planning.But these three links, the university spirit connotation runs through in the entire propaganda film plan.Throughout the current academic research on the image of university propaganda film, most of them are from the production, significance, image shaping and other aspects to explore, rarely from the perspective of planning for the overall study of the image of university propaganda film.Therefore, this paper makes a study of the image propaganda film of colleges and universities from the angle of planning, and through the case analysis of each university image propaganda film, it applies planning, semiotics, communication, and so on.Cultural theory and other relevant theories on the university image propaganda film planning process for careful interpretation, summed up and summarized the overall planning of university image propaganda film should grasp the links and details, and put forward the specific practice of strong operational planning process,And then improve the core competitiveness of university image.The first chapter defines the planning of university image propaganda film, and interprets the definition, principle, present situation and significance of university image propaganda film planning.This chapter tries to grasp the basic concepts and theories in theory.Chapter two: analyze the whole process of image propaganda film planning in colleges and universities.Planning process from three aspects: early planning: concept and content planning; medium-term planning: creative techniques and creative process planning; late planning: brand image modeling and dissemination of operational planning.Each part will analyze and discuss the relevant cases, and then grasp the overall planning process of the image propaganda film in colleges and universities, and put forward some constructive practical points of view.The third chapter: through personally participating in the creative practice: Qufu normal University in 2013 enrollment image propaganda film "the Holy Land University Confucian style and Haiyun" planning and production process, further from the perspective of practical planning to explore the scientific planning process of university image propaganda film.The fourth chapter: the prospect of the development trend of the image propaganda film in colleges and universities: under the micro-era, the diversified creative idea is highlighted, the interactive digital university image propaganda film highlights the new vision, and the image art in the cross-cultural context comes to the fore.For the image of the university publicity film planning the way of future development can provide constructive advice.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J904

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