Research On Publicity Film Since Chongqing Directly Under The Central Government

A good city image plays an important role in promoting the development of the city,improving the image of the city comprehensively will make the opportunities for city development,contributes to the progress of the modernization and the internationalization of the city.Propaganda film of city is the important pathand exit to promote city image due to its wide spread ways and its high propagation speed.Therefore,the research and analysis of the city propaganda filmare very important,it could promote the external output of city image effectively,improve the urban awareness,create city brands,and promote the prosperity of the city.In 1999,Weihai of Shandong province broadcast a brief urban tourism advertisement on CCTV,which became the first urban propaganda film in China.Soon afterthat,Chongqing's first urban propaganda film "infinite Chongqing" appeared,which became one of the earliest urban propaganda films in China.From 1999 to now,Chongqing has gone through 20 years of urban propaganda films,which there are about 30 urban propaganda films released by the government,roughly divided into three types of urban propaganda films: comprehensive city propaganda films,tourism publicity city propaganda films,and investment promotion city propaganda films.The theme of the propaganda film of Chongqing has gone through a process of gradual evolution.From "the infinite of Chongqing"(1999)to "the great beauty of Chongqing"(2019),the image of the city that "have a unique flavor of life," turn into "a 'landscape city,beautiful land' which 'large area every second' with mountains and water",the output orientation of "tourism city" gradually occupies the theme focus of the propaganda video;Therefore,the use of "picture symbols" and narrative strategies have changed.The city symbols in Chongqing city propaganda film mainly include landscape symbols,city architectural symbols,food cultural symbols,etc.,which represent different aspects of the city image.Different city symbols have their own narrative means.After the theme gradually changes,the function of city symbols has also changed,and the cultural symbols containing the city spirit have become the business card to display tourism resources.The sound system of Chongqing city propaganda film plays an important role in the narrative strategy,mainly including background music,commentary and simultaneous sound,which cooperate with the picture to show a rich and hierarchical image of Chongqing city.In Chongqing city propaganda film,different types of works have great differences in narrative angle,there are two different subject identities of "emotional narrator" and "image spokesman".Such two identities bring not only changes in output purpose,but also changes in theme and narrative style.The two narrative structures of "center series" and "ramble" represent different ideas of building city image,so the city image displayed is different.Many excellent works have emerged in Chongqing city propaganda films in the past 20 years.However,there are also potential unstable factors,which are not conducive to its long-term development.The proportion of urban connotation and spiritual civilization is gradually weakened,the display of tourism resources is gradually increased,and the cultural background behind the symbols is eliminated,which is a utilitarian operation.Each major city strives to create a tourist city card,the narrative strategy of "blockbuster" can't maintain a long-term advantage in the fierce competitive environment,The long-term sustainable development of the city cannot be guaranteed.Therefore,in the future creation and development of Chongqing urban propaganda films,it is necessary to break the current single mode,find the deep cultural elements of "the most Chongqing ",innovate the narrative technique,and create a city's promotional film with a real "Chongqing" flavor.