粤港澳大湾区文化形象在宣传片中的塑造与传播——以宣传片《南风起》的视频符号分析为例

The Constructing and Communicating of the Cultural Image of the Greater Bay Area in Promotional Videos:A Symbolic Analysis of"Rising Southern Breeze"

随着粤港澳大湾区的发展,研究者对它的关注不再局限于硬实力领域,而是拓宽到形象建设等软实力领域。良好的文化形象,有助于推动大湾区的良性发展,吸引人才。本研究关注大湾区文化形象在宣传片中的塑造与传播策略,以大湾区宣传片《南风起》为研究对象,分析其中的语言符号、非语言符号以及网友评论,总结出宣传片成功的原因,期望将来更好地讲好“湾区故事”,塑造湾区形象,向世界宣传大湾区。

With the development of the Guangdong-Hong Kong-Macao Greater Bay Area,scholars have paid attention both to hard power and soft power such as image construction.A good cultural image helps to attract talents and promotes the healthy development of the area.This article takes the promotional video"Rising Southern Breeze"in the Greater Bay Area as the research object,analyzes the language symbols,non-language symbols,and comments from netizens,in order to summarize the reasons for the success of the promotional video thus to tell a better story of the"Bay Area"and promote a favorable image of the region to the world.