本文選題：高校形象宣傳片 + 理念定位��； 參考：《曲阜師范大學(xué)》2014年碩士論文

【摘要】：海德格爾曾在1938年預(yù)言人類將步入“全球化圖像時代”，隨著社會的發(fā)展，傳統(tǒng)文字閱讀方式已很難契合人們視聽接受心理，人類審美意識與思維的逐漸發(fā)生轉(zhuǎn)變，“讀圖”成為人們接受與感知世界的主要方式。高校形象宣傳片作為高校圖像文本形象載體之一，對提高社會知名度、改善高校核心競爭力、實現(xiàn)可持續(xù)發(fā)展具有深遠(yuǎn)的影響。如何精心謀劃高校視覺文本形象，已成為高校形象建設(shè)的棘手問題。 基于西方管理學(xué)家馬斯頓的社會公共關(guān)系活動“GRE”公式，本文將高校形象宣傳片策劃劃分為三個關(guān)鍵環(huán)節(jié)：前期策劃、中期策劃、后期策劃。其中前期策劃主要關(guān)注：高校形象宣傳片中理念定位與精、奇、特、新的內(nèi)容遴選。中期策劃主要對創(chuàng)作流程與手法的解讀。后期策劃主要對宣傳片品牌塑造與傳播運行進(jìn)行探討。這個三個環(huán)節(jié)相輔相成，共同構(gòu)建了高校形象宣傳片策劃主體部分。而這三個環(huán)節(jié)中，大學(xué)精神內(nèi)涵貫穿于整個宣傳片策劃之中。縱觀目前學(xué)界對高校形象宣傳片的研究，大部分都是從制作、意義、形象塑造等方面進(jìn)行探討，很少從策劃學(xué)的角度對高校形象宣傳片進(jìn)行整體全面的研究。因此本文擬定立于策劃學(xué)的角度對高校形象宣傳片進(jìn)行探究，通過各高校形象宣傳片案例剖析，運用策劃學(xué)、符號學(xué)、傳播學(xué)、文化學(xué)等相關(guān)理論對高校形象宣傳片策劃流程進(jìn)行細(xì)致解讀、歸納并總結(jié)出高校形象宣傳片整體策劃應(yīng)把握的環(huán)節(jié)與細(xì)節(jié)，并提出具體實踐操作性較強的策劃流程，進(jìn)而提高高校形象核心競爭力。 第一章：對高校形象宣傳片策劃進(jìn)行界定，同時對高校形象宣傳片策劃定義、原則、現(xiàn)狀、意義進(jìn)行解讀。本章著力從理論上整體把握基本概念、理論。 第二章：對高校形象宣傳片策劃整體流程進(jìn)行了剖析。其中策劃流程從三個方面進(jìn)行把握：前期規(guī)劃：理念與內(nèi)容策劃；中期規(guī)劃：創(chuàng)作手法與創(chuàng)作流程籌劃；后期規(guī)劃：品牌形象塑造與傳播運營謀劃。每一部分將結(jié)合相關(guān)案例進(jìn)行解析、探討，進(jìn)而整體把握高校形象宣傳片策劃實踐流程，并提出一些可建設(shè)性實踐觀點。 第三章：通過親身參與創(chuàng)作實踐：曲阜師范大學(xué)2013年招生形象宣傳片《圣地學(xué)府·儒風(fēng)海韻》策劃與制作歷程，，進(jìn)一步從實踐策劃角度探討高校形象宣傳片的科學(xué)化策劃流程。 第四章：對高校形象宣傳片策劃發(fā)展趨勢進(jìn)行展望：微時代下多元化創(chuàng)意理念凸顯、交互式數(shù)字高校形象宣傳片彰顯新視野、跨文化語境中的影像藝術(shù)嶄露頭角，為高校形象宣傳片策劃未來發(fā)展之路提供可建設(shè)性意見。
[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.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：J904

【參考文獻(xiàn)】

相關(guān)期刊論文 前5條

1 孫立軍;劉躍軍;;數(shù)字互動時代的第三代電影研究與開發(fā)[J];北京電影學(xué)院學(xué)報;2011年04期

2 賀尊,周硯鋼;論大學(xué)形象[J];武漢科技大學(xué)學(xué)報(社會科學(xué)版);2002年04期

3 李憶華,閆彥斌;高校形象建設(shè)探析[J];現(xiàn)代大學(xué)教育;2002年02期

4 王生洪;抓好學(xué)科交叉 推動學(xué)科建設(shè)[J];中國高等教育;2001年Z1期

5 黃梅林;;高校圖書館宣傳片的創(chuàng)作與傳播[J];湖北工程學(xué)院學(xué)報;2013年03期

本文編號：1747725