Research On Visual Language Of Propaganda Films Of City Image

The global economy continues to improve since the new century, and the process of urbanization of China is rapidly advancing. With the number of cities increases year by year, the contest among cities will be intensified. In order to protect their own considerable development of local culture and economy, many cities begin to explore how to market. The main point of competition among cities has gradually removed from economy at the very beginning to soft power. As an important manifestation of soft power, city image naturally becomes the focus of competition among cities. City image represents its natural resources, cultural connotation, living standards, historical heritages and so on, and its promotion can bring enormous economic and social value to the city. Through the propagandizing of mass media, city image has significant importance to improve the visibility of the city, attract foreign investments and tourists.As the most basic form of image text, the expression and communication ways of visual language directly impact on the quality and effects which the propaganda film can play out. Although local governments are in heavily built their own promotion films, the qualities of the films are not always the same. The key factor of how to shape the image of the city, promote the city's natural landscapes, customs, potential developments and make it standing out from other cities, depends on how to use the visual language. “The charm of visual language can beyond its text rules, and then cross over to the relevant areas of mass media to do some meaning attempts and bring the audience a new viewing experience. We have to say it has a unique strength that other medias are difficult to contend with.”1Started with the perspective of city image's visual language in propaganda films, combined Literature Research Method and Case Study Method, discussed from two aspects: macro and micro, this thesis not only uses the professional knowledge of visual language and montage theory, but also combines other fields, such as aesthetics, mass communication, marketing, semiotics, in order to analyze the central argument in a thorough and detailed way, make a difference with former ones, and provide a positive impact on the creation of propaganda films in future.