Study On The Image Establishment Of C9 Universities Through Their Promoting Videos

Promoting Video of University Image (Promoting Video of University Image) is a special sort of visual texts generated with the rapid development of higher education in recent years, which is aimed at displaying universities’ faculty, facilities, scientific research and personnel training, conveying the ideas of university management, and abstracting high-quality source of students so as to enhance universities’ strength and stay in an advantaged position in the increasingly fierce competition of higher education.For more than ten years, the promoting video of college image has grown out of nothing and expanded from a weak to a strong project, and now has become a significant component of university image transmission system.However, numerous as the promoting videos are, there are only few excellent ones. Plenty of problems, such as no target audience, no clear purpose, no creative plan and similar ways of expressions and performances, occurred in many videos.Under the background of increasingly fierce homogenization competition of higher education, how to preferably convey the idea of college management, shape brand image, expand social influence and strive for more education resources with the help of university image’s promoting video, sets a higher request to the production quality of university image’s promoting video.Hereby, the author collects nine representative image promoting videos issued by Chinese "Ivy League" (C9 for short, China top universities league positioned by ministry of education).Via considering the cultural background of Chinese higher education and adopting methods of content analysis and semiology, the author attempts to interpret the deep meaning expressed by the videos and reflect on correlated issues from the perspective of visual transmission, through which the author will explore how the promoting video of university image displays and shapes the university image in a better way.This thesis consists of five chapters.The first chapter elaborates the significance, situation, problems and methods of the study as well as the layout of this thesis.The second chapter elucidates theory of the study and identifies relevant concepts mentioned in this thesis.The third chapter classifies and codes samples, and then expounds the basic information of these video samples.The fourth chapter adopts methods of content analysis and semiology to analyze these samples in an all-round manner via two categories of "what to say" and "how to say", to interpret how the promoting video of university image shapes the university image, and to interpret the visual symbols of Light and Shadow Symphony, the promoting video of Peking University.At last, the fifth chapter concludes the problems existing in the promoting videos of university image, and also offers some referential suggestions for these problems.