本文選題：視覺語境　切入點：城市形象宣傳片　出處：《西北大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著全球經(jīng)濟(jì)發(fā)展的一體化,國際競爭的單位從國家轉(zhuǎn)變成了城市之間的競爭。隨著城市競爭的日益激烈化,對城市硬件的衡量己不是關(guān)鍵,而更重要的是城市軟實力的比拼。城市形象宣傳片是提高城市軟實力以及城市形象營銷的重要手段。城市宣傳片是通過對城市具象風(fēng)貌的鏡頭表現(xiàn),結(jié)合利用視聽語言的表現(xiàn)手法生動形象地展示城市的內(nèi)外形象和氣質(zhì)。近年來城市形象宣傳片數(shù)量不斷增加,無論是一線、二線城市,還是三四線城市都在不同程度的通過形象宣傳片來制作自己的“城市名片”。通過在不同媒介中投放播出,城市形象宣傳片可以全面地展示城市形象,廣泛傳達(dá)城市精神和文化,從而達(dá)到提高城市知名度和美譽度的目的。同時能夠促進(jìn)城市經(jīng)濟(jì)和社會的發(fā)展,增加城市居民的凝聚力和認(rèn)同感。 然而目前城市形象宣傳片仍然存在著視覺表現(xiàn)同質(zhì)化、缺乏創(chuàng)新等問題。本文從視覺語境深入分析拆解城市形象宣傳片的視覺要素,著重從視覺符號及其情感表達(dá)的角度來做研究。情感作為受眾群體所共有的特征,是城市形象宣傳片設(shè)計中所不可缺少的重要因素。人類的情感具有共通性,這為傳播者和廣大受眾之間的溝通交流提供了可能。城市形象宣傳片中的情感表達(dá)往往作為影片暗含的線索出現(xiàn),對影片情感表達(dá)的完整感受能夠使受眾深刻了解傳播者的深層意圖。對于城市形象宣傳片情感信息的分析和研究有助于傳播者從一個新的角度重新審視影片本身的表現(xiàn)方式,能夠讓傳播者和受眾之間產(chǎn)生更好的情感溝通。 分析不同影片表現(xiàn)形式的情感表達(dá)特征及要素,能夠?qū)Τ鞘行蜗笮麄髌牟邉澲谱魈峁┲笇?dǎo)思路。希望對于情感表達(dá)的研究能夠為城市宣傳片的創(chuàng)作開辟新的思路和方法。從而給從業(yè)者一些制作時的思考,讓城市宣傳片中所表現(xiàn)的城市美能夠與大眾的審美和心理期望相融合,讓受眾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.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J952

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