本文選題：央視宣傳片　切入點(diǎn)：中國共產(chǎn)黨　出處：《重慶郵電大學(xué)學(xué)報(社會科學(xué)版)》2017年04期 　論文類型：期刊論文

【摘要】：央視形象宣傳片《我是誰》是中國共產(chǎn)黨建黨95周年以來的首部公益廣告,具有重要的時代意義和研究價值。結(jié)合視覺設(shè)計語法、評價理論和"宣傳片"的圖像、文本和聲音語料建立"宣傳片"多模態(tài)形象詮釋框架,探索"宣傳片"建構(gòu)黨的形象的過程與范式。研究發(fā)現(xiàn):一是"宣傳片"圖像的再現(xiàn)意義體現(xiàn)接地氣的創(chuàng)意理念,互動意義展現(xiàn)與受眾間的平等權(quán)勢關(guān)系,構(gòu)圖意義揭示青年群體是目標(biāo)受眾的精準(zhǔn)定位;二是"宣傳片"文本重點(diǎn)建構(gòu)人際意義的協(xié)商語義,從客觀視角而不是主觀情感刻畫黨員群體愛崗敬業(yè)的務(wù)實作風(fēng)和百年政黨一心為民的赤子之心;三是"宣傳片"音樂、旁白等聲音能夠有效增強(qiáng)受眾全方位了解黨的形象塑造,從而盡快接受黨為人民服務(wù)的不變"初心"。
[Abstract]:CCTV image propaganda film "who am I" is the first public service advertisement since the 95th anniversary of the founding of the Communist Party of China. It has important significance and research value. The text and sound corpus set up the frame of interpretation of "propaganda film" multi-modal image, and explored the process and paradigm of "propaganda film" to construct the Party's image. The study found that: first, the reproduction meaning of "propaganda film" image reflects the idea of approachable creativity. The relationship between the interactive meaning display and the audience is equal and powerful, the composition meaning reveals that the youth group is the target audience's precise orientation, the second is the text of "propaganda film" focuses on constructing the negotiation semantics of interpersonal meaning. From an objective perspective rather than subjective emotion, we can portray the pragmatic style of party members who love their jobs and work hard, and the century-old party's devotion to the people; third, the sound of "propaganda film" music and narration can effectively enhance the audience's overall understanding of the image of the party. So as soon as possible to accept the Party's service to the people's unchanged "initial heart."
【作者單位】： 香港理工大學(xué);中國地質(zhì)大學(xué);
【基金】：本科教學(xué)工程師資隊伍教學(xué)發(fā)展項目(ZL201740)
【分類號】：H146

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