The Visual Expression Of Ningbo Culture In The City Image Promo ——Take Graduation Work "Ningbo’s Culture" As An Example

With the continuous expansion of the scale of urbanization in China,in order to obtain more resources in terms of manpower and wealth,cities not only need to actively show the advantages of economic hard power to the outside world,but also need to show the attractiveness of their own cultural soft power.With the development of new media,video clips with both visual and auditory enjoyment are welcomed and loved by more and more people.The advantages of streaming media communication of City Image Promo make it become one of the most intuitive and efficient ways of urban publicity.The author takes the visual expression of Ningbo culture in City Image Promo as the research object,and takes the author’s graduation work "Ningbo Culture" as the research basis,and analyzes the uniqueness of Ningbo culture from the perspectives of synchronic and diachronic,macro and micro,respectively.In terms of co-temporality,this study makes a horizontal comparison of Ningbo’s urban cultural characteristics,and analyzes and summarizes three characteristic cultures: Marine culture,Ningbo Merchant culture,and Book collection culture.In terms of duration,this study conducts a longitudinal analysis of the development process of the above three Ningbo characteristic cultures in accordance with the context of historical development.On the macroscopic aspect,this study explains the inevitable connection between the three characteristics of Ningbo’s overall cultural image.On the microscopic aspect,this study analyzes and illustrates the figurative display of Ningbo culture in City Image Promo from the three entry points of natural landscape,architectural culture and celebrities of past generations.First of all,the author interprets the cultural elements that appears in the existing Ningbo City Image Promo.Secondly,the author combines the use of audiovisual language with the display of cultural connotations to analyze the picture shooting and sound design of the City Image Promo.Then,the author summarizes the cultural value and influence of the City Image Promo.This study closely focuses on the importance of urban culture,emphasizes its unique value for urban City Image Promo,and puts forward several suggestions for the subsequent creation of such works,providing reference for researchers in related fields.