Interpretation Of Communication Effect Of China’s National Publicity Film In Comparison

In2001, China’s debut national publicity film landed in America and it arousedgreat attention among the world. This once again demonstrates the efforts the Chinesegovernment makes to cope with the image crisis brought about by globalization. Thenational image film is not merely an image-text, but a kind of symbol that signifies richmeaning both in culture and politics. Observing from the perspective of communicationeffects, this thesis adopts the case study and comparative study to analyze thecommunication effects of China’s national publicity film. First, it focuses oncomparison of the national image films between China and Korea to discuss the defectsin China’s national publicity film. Then the thesis applies the CIS into the orientationand selection of symbols highlighted in China’s national publicity film and puts forwardan innovative “Chinese image symbol” which is conducive to the orientation andinnovation of the China’s national publicity film.The thesis mainly includes six chapters, among which explanation of researchbackground, literature review, research aim and its implication as well as methodologywill be given in the introduction. Chapter2will focus on the explanation of basic theory,such as the concept of national image and the connotation, theory of CIS and thesemiotics. The overview of China and South Korea’s national image films will beconducted in Chapter3. The following chapter, namely Chapter4, is based on theanalysis of comparing publicity elements of the two countries from the perspective oflanguage, theme and artistic expression. In Chapter5-6, two samples, China nationalpublicity film and South Korea national publicity film, will be compared. Also,questionnaire, one of the quantitative research methods, will be applied in this study.Guided by Saussure’s “signifier”,“signified”,“syntagm” and “paradigm”, anin-depth illustration of image symbols appearing in the two national publicity films andits cultural meanings will be deducted under the framework of sign theory. Furthermore,“coding” and “decoding” are also adopted in the discussion of communicationeffect of national publicity film. Lastly, with the combination of text analysis and theconcept of MI,BI and VI in the theory of CIS, the study will reach the aim of providingsuggestions and strategies to image symbols’ poisoning and choice in national publicityfilm.