Research On The Construction Of Video Conscription Advertisement On The Image Of The PLA In The New Era

In the new era,conscription video advertisement,which integrates the conscription of soldiers and the promotion of the soft power of the army,has become the main force to construct and disseminate the image of our army in the new era.Based on this,the text mainly studies the construction of video conscription advertisement on the image of our army in the new era,so as to find out the characteristics of our army image in the advertisement,and then provide ideas for the better construction and communication of conscription video advertisement on the image of our army in the future,so as to achieve the purpose of advertisement.This article will defense,the army of the People's Republic of China after media on November 8,2012,included all of the video class conscription advertisement as sample,using content analysis classified coding,find out the current advertising language,image and audio elements such as the commonness and characteristics,combined with case analysis,using semiotics perspective to interpret advertising samples.The results of the study show: new era in the conscription advertisement mainly through double theme interpretations of the new era of military action,rich picture highlights a new era characteristics,multi-angle depicting new era military style of four dimensions,unique sound power new era forces shaping,construct the new era image of our mighty army of division and the division of justice,loyalty guards image and cultural image of the people's army and the characteristics of different services.The construction effect of military image is generated under the interaction of three reasons: the realistic choice of the army,the initiative of the communicator to set the topic and the focus of the advertisement on the audience.At present there are still some problems in the advertising at the same time,the need to construct a new era of a more comprehensive military image,using more creative element symbols and forms new era to constantly improve and perfect our video class recruitment advertisement for the construction of army's image,so that the army's image in the advertisement is more comprehensive,three-dimensional and diversified.