A Research On The Development Of City Promotional Video In China

China began city marketing in the late 20th century. City promotional video came into being under this background. City promotional video can be viewed both as a kind of video for displaying "city image", and as a kind of advertising for marketing city. After years of development, this audio-visual text of short length, thin text structure, but of different styles and diverse forms and effective promotional function, has undoubtedly contributed a great deal to the country's tourism development,business cooperation,international exchanges,project bid and so on,and has been an invisible wave in the media world.Therefore, it is necessary that I choose city promotional video as my subject of study, from its origin, to its development process, expression techniques, transmission channels and other aspects to conduct a comprehensive overview. In view of this, this paper will learn and benefit from the Video Art, Advertising, Marketing, Communication Studies, Aesthetics, Semiotics and related theories of other disciplines to analyze the change and development of city promotional video in China from many aspects and with many examples.First of all, this paper will trace the origin of city promotional video, from its background, its rapid growth and to its creative motivation, presenting its beginning and current situation in China. Secondly, this paper will discuss the change and development of city promotional video in China in more detail from four aspects:its property conversion, its creative demonstration, its type changes and the strategy of the media. Finally, the paper will comment from two aspects:the effectiveness and shortcomings of city promotional video in China.