Analysis On The Local Characteristics Of The City Promos In China

Recently, urbanization leads to explosion of city videos. However, those propaganda films are of different levels, and there is homogenization tendency on the city image construction.In this paper, the writer took China’s urban GDP ranking criteria for the sample selection, then selected Chinese cities whose GDP ranked the top ten in2012and chose the latest videos from a number of travel videos about ten cities which have a mature brand. Therefore12videos have been chosen as the research object. While not all the12propaganda films were made in2012, they are still in use now. In this article the writer select the12cities tour promo footage as the unit of analysising, classify the city tourism promo pictures according to the contents, make full use of the text symbols from speech communications (the screen text, painted text),sound symbol (background music, local language) and the spread of non-verbal picture symbols (the city’s people, the unique urban landscape and urban local resources) as to analyze these videos with muti-dimension then present a general description of the characteristics and the writer do a confirmatory study of whether the city image constructions in the propaganda films are tending to be homogenized.Learning from the promos,we found that urban commercials offen use "people" as the subject in scene contents and prefer to use female characters to attract tourists. Besides repeated smiling faces are used to show friendly and good behavior of urban residents. City Tour promo usually use city "nodes" to reflect the rapid development of the city’s economy. In many city videos, visitors are accustomed to using photographic equipment to "stare" the city. In a large number of city videos, the use of the historic ethnic and cultural elements can be found everywhere, but the unique urban symbols are constantly apllied in the same way and.weakly distinguished from one from another.The selected films are all short of regional characteristic with the homogenization phenomenon of the city’s image-construction. The reason is mainly because this article has selected the developed cities that have a higher-ranked GDP released from propaganda department of city the same department posting city video,and those cities mostly position theirselves as a leisure city. But as we know,the history, geography, culture is the citys unique advantage. Development of urban tourism brand in China, the "common ground" should be the guiding ideology, as well to take use of "local conditions" in order to create a distinctive image of the city.