Persuasion Theory Study On City Image Promotion Video

With the development of times,it becomes increasingly fierce in competition among cities.Every city needs a card to exhibit its own resources and advantages to the world in fierce competition.There is no doubt that promotional video of a city image is the video card to display the characteristics of a city to the maximum extent.It has been more than ten years since promotional video of a city image arose in China,which is the very time that the society has changed dramatically in China.There has been tremendous changes in whether the media or the habits of consumption and aesthetics of people.It should also keep up with the changes of society to produce and launch the promotional videos of cities in order to achieve the communication effect that city administrators expect.The essence of persuasion strategy in promotional videos of cities should be to transform the mental attitude of the audience through information dissemination,which is consistent with the attitude that city administrators expect.In the process,the audience possesses the right to initiative selection in information.What city administrators should do is persuade in transformation from the propaganda into synchronous profit instead of forcing the audience to accept the information.Currently relevant scholars at home and abroad all pay great attention to studies on promotional videos of cities,but there are few related to persuasion theory.Analyze promotional videos of cities in combination with persuasion theory,and there are mainly several aspects as follows:In the first and second part,summarize relevant concepts of promotional videos of cities and persuasion theory and discourse the study of promotional videos of cities through persuasion theory in order to realize better communication effects.In the third part,analyze the influence factors on persuasion strategy of promotional videos of cities in accordance with persuasion theory.In the fourth part,design questionnaires about the persuasion effects of promotional videos of cities from the perspective of the audience and conduct data analysis.Finally,put forward methods to improve persuasion effects of promotional videos of cities.In the first two chapters,the paper elaborates the importance of promotional videos of cities and rationality of persuasion theory in promotional videos of cities,and emphasizes the influence factors of persuasion effects on this basis.Meanwhile,carry out the questionnaire survey and data analysis through cases to form a relatively complete integrity.