City Image Encoding And Decoding Theory Based Production Research Promo Significance

City image video, which sprang up in1990s in China, has been the first choice to propagandize the city image by many cities. As far, Nanjing released3city image videos, which had an impact on society. Before the Youth Olympic Games in2014, it is very important to propagandize the city image of Nanjing by city image videos. This article deeply studied the city image videos of Nanjing, researched the meaning production (encoding and decoding process) of Nanjing city image videos by using Stuart Hall’s "Encoding and Decoding" theory, and gave some advices about it.First of all, this article analyzed the encoding process of city image video, and discussed the rules of encoding. Moreover, the city image video was analyzed by content analysis to prove the rules of encoding.Secondly, this article analyzed the decoding process of city image video, and discussed the different uses of audience’s positions into producing meanings. Moreover, questionnaire investigation was used to investigate the audience’s positions of Nanjing city image videos.Based on the previous analyzes, at last, this article provided some advices of making a city image video.