A Study On Picture Language Of Advertising Video Of Region Image

With the accelerating transformation of national economy,cultural construction has become more crucial for urban construction.The molding of an excellent region image has become a significant symbol to measure regional competitiveness,while how to create such regional image is an important issue faced by regions to establish a personalized regional brands.As a crucial method to strengthen construction and advertising of regional culture,the advertising video show the overall and various features of regions to the outside world.A unique regional business card plays a significant role in fields of tourism culture and investment attraction.Most of the current domestic studies on image advertising video remain at the theoretical level through rather detailed division of categories of city advertising video without substantial content and practical experience,thus these studies lack persuasion.The study adopt methods of literature research,case analysis and creative practice to research the picture language of advertising video of regional image.It combines the foundation of theoretical research and creative practice and provides detailed and theoretical guidance for the creation of advertising video of regional image through a study on its picture language features.The study firstly defines the regional image and its advertising video and analyses the existing problems such as similar choices of regional elements,stereotype of expression technique and insufficient excavation of spiritual connotation,and then puts forward corresponding solving strategies aiming at these problems.The study focuses on picture language and analyses the excellent advertising video at home and abroad in recent years from perspectives of composition,scene scheduling and photography lighting and researches its picture language features through studies on the final project of Majestic Tableland.At last,the study analyses from angles of editing rhythm,sound and color through the influence of post production on picture language.The author hopes to provide effective theoretical guidance for the brand molding and picture language strengthening through the study.A successful advertising video of regional image is closely related to the expression of picture language and the study will play certain role in enhancing the creative level of advertising video of regional image.