Research On The Brand Construction Of Image Propaganda Films Of Small And Medium-sized Cities

Urban image propaganda film is an important medium for the promotion of contemporary city image.It is particularly important for the development of a city,reflecting the urban outlook,urban spirit and urban content.It shows what kind of image a city will show to the world,and also conveys the creators' positioning and interpretation of the city.The intensification of globalization has led to increased competition among cities.Countries and regions around the world are expected to display a unique image of the city,hoping to be known and accepted by the audience.In displaying their own image,the means are different,the most commonly used is the image of slogans and promotional videos.In the past ten years,China's urban image propaganda film has undergone rapid development.From scratch,from simple to complex,the current publicity film has reached the level of comparable films.Its wide range of dissemination,the audience recognized the high publicity effect,and gradually become an integral part of urban marketing.The urban image propaganda film is also crucial for the construction of a city's brand.This article selects Liyang City's tourism video “Yueyin Liyang” as a research sample,analyzes it technically,analyzes how it uses the city's propaganda film to shape the Liyang image,and studies how its image propaganda builds a city brand,and how they The interaction between the parties.Urban image and city brand have always been an important area of urban construction research.China's urbanization has gone far beyond other countries,especially small and medium-sized cities in China,and is the backbone of urbanization.It studies the image-building and brand building of these cities.The development of our country's cities plays an important role in enhancing the international competitiveness of our cities.This article mainly uses the literature analysis method,the content analysis method and the questionnaire survey method to study the image propaganda film of small and medium-sized cities,and analyzes the symbol presentation method,how the content dissemination acts on the audience,and how to construct the city brand.Liyang city image analysis of a profound analysis of urban image promotion and city brand building to provide a theoretical reference.The full text is divided into five parts.The first part is the introduction.It mainly expounds the research background and the selection basis of this article.It combs and reviews the previous literature and selects research methods.The second part is related to the concept of interpretation,the main research object of this article and its related concepts of theoretical definition,and sort out its internal relations.The third part is a case study of the propaganda film in Liyang City.It mainly describes the basic situation,performance skills,theme expression,image shaping and audience perception.The purpose is to analyze how it presents the image of the city through the image and how it passes.The connection between the different screens and the image is to build a city brand.The fourth part analyzes the advantages and disadvantages of the propaganda films in Liyang City.The fifth part is the conclusions and suggestions.It mainly aims at proposing targeted suggestions for the deficiency of propaganda films in Liyang City,and makes relevant theoretical summarization on how city image propaganda film works and urban brand building.