Study On The Symbol Expression In Jinan City Image Propaganda Film

With the acceleration of China's urbanization process,the city's awareness of opening up and showing is becoming more and more strong,and the competition among cities in personnel absorption,investment attraction and other aspects is becoming increasingly fierce,so it is imperative to create and publicize the city's brand image.City leaders construct landmark buildings,parks,squares and other urban landscapes;hold cultural festivals,expositions,large conferences,sports events and other activities;use traditional media such as newspapers and magazines,radio and television stations,LED outdoor video media,urban news websites and other new media to show the urban environment and urban culture.Among all kinds of measures,the use of mass media platform to produce and release city image promotional films has become one of the popular and even necessary ways to show city culture and market city brands.The expectation and investment of city leaders to promote the city image through the city image propaganda film is also growing.There are three types of researches on the city image propaganda film by domestic scholars: analyzing the text,audience and communication strategy of the city image propaganda film from the perspective of media communication theory;analyzing the creation concept and expression mode of the city image propaganda film from the perspective of semiotics and cultural communication;studying the city image propaganda film in the city brand from the perspective of brand science Image positioning,building,marketing and other aspects of the role.In the current research on the city image publicity film,there are more comprehensive researches on the city image as a whole,and less case studies on specific cities;the researches are more concentrated on the first tier cities such as Beijing,Shanghai,Hangzhou,Guangzhou or coastal developed cities,and less on the second tier cities and below.Based on the current domestic theoretical results,this paper chooses Jinan City,the capital of Shandong Province,to analyze the city image propaganda film,to study the concept,method and effect of city image expression,and to summarize and think about the rules and limitations of similar city propaganda film creation.In this paper,five representative promotional films of Jinan City in the past 10 years are selected for research,namely,the Spring City of the World in 2009,the Spring City of the World in 2015,the Modern Spring City in 2016,the Spring City Banquet in 2018 and the Rise of Central Enterprise Headquarters City of Jinan in2019.These five city image promotional films focus on shaping the city image theme of Jinan,which is "a city with a long history,a city of culture","a city of harmony and livability,a city of modern fashion and innovation".In this paper,through the induction,statistics and analysis of the use frequency and methods of the city historical and cultural symbols,modern public facilities symbols and character image symbols,the author explores the ideas and rules of symbol expression.In this process,the author thinks and points out the problems in the expression of city spirit,the presentation of city image,the use of city symbols and the application of narrative skills.In view of these problems,about the creation of Jinan city image propaganda film,the paper puts forward the suggestions of comprehensively expressing the city spirit;pertinence dealing with the image system;using diversified material symbols and multi angle narration,and on this basis,further thinking about the related problems of Jinan city image positioning.