“中国脸谱”与国家形象传播——对国家形象广告（人物篇）的传播学解析

＂China＇s Faces＂ and National Image Publicity -- An Analysis of National Publicity Video from a Communication Perspective

在全球化深入发展的当今世界，国家形象事关国家利益和对外关系，影响着国家的安全和民族尊严，而形象广告则是国家形象塑造的重要方式。中国年初在美国纽约时报广场和电视媒体投放的中国形象广告（人物篇），其实质是一种国家一民族叙事，具有很强的宣传意味，表现出塑造中国形象的努力。不过，从传播学角度对国家形象广告（人物篇）进行分析，“中国脸谱”形象广告较为单调，传播效果不够理想。事实上，国家形象的塑造是一个长期的过程，需要在正确的传播理念指导下综合运用各种传播方式进行多方面、立体化的传播。

In a world of globalization, the national image which is closely related to national interests and diplomatic relations influences its national security and dignity and can be established through image publicity. At the beginning of this year, China＇s national image was shown on the screens at the Times Square in New York, U.S.A., which is part of a major campaign to promote China＇s image. However, from a perspective of communication it can be seen this video featuring some of the nation＇s most famous faces does not achieve an ideal effect due to its monotony. In fact, the establishment of national image needs various communicative means, which is a long way to go.