City Image Of The Film's Visual Construct

Over the past twenty years, the film of the city image in shaping the image, improvingcity soft power, has become more and more spotted from all aspects, and gradually hasbecome an important marketing tool. However, with the rising number of city image filmproduction, urban AD creative, visual expression has been caught in a trap. Image slices ofdifferent cities in form, structure and vision have much in common. Much vision of citypromotion appears grand, but a uniform in expression, lacking creation, with a relative largegap to audience’s aesthetic expectations. These problems,to some extent,weakened the city’spersonality and identification and also influenced and restricted the city promotional functionand effect. That ‘s the reason to have a side effect on the outcome.To arrive at conclusions of attractive visual elements and expression,this article attemptsto analysis the existing film of city image in Xi’an and a series of good advertisements andfilms. The researcher chooses a case of distinguished film of city image in Xi’an, discussesthe problems of language use in television advertising and visual expression.Through the analysis on the interpretation, we can have five basic visual expressionsabout the film of city image: perspectives of flat small scene, the fast rhythm on the vision,telephoto lenses, flexible camera use, unsaturated color apply. By these methods to make thefilm, it can be more tactility to real life. The audience can deeply feel the cultural atmosphere.And it helps them to blend into the scene easilier.On the basis of these experience and enlightenment of visual construction, we will lookfor the use of visual construction in Xi’an city image propaganda film, and develop the deepthought of visual construction in the current image of Chinese cities image propaganda film.At the same time, it will provide the possibility of the creation of the image of the city. In thecontext of the whole era aesthetic tendency, we will try to build a unique visual way, hopingto establish a more effective dissemination of the results of city promos.