不忘初心:基于央视宣传片百年政党多模态形象建构研究

Stay True to Mission: An Exploration on the Multimodal Image Construction of CPC Based on the Advertisement Promotion of CCTV

央视形象宣传片《我是谁》是中国共产党建党95周年以来的首部公益广告,具有重要的时代意义和研究价值。结合视觉设计语法、评价理论和"宣传片"的图像、文本和声音语料建立"宣传片"多模态形象诠释框架,探索"宣传片"建构党的形象的过程与范式。研究发现:一是"宣传片"图像的再现意义体现接地气的创意理念,互动意义展现与受众间的平等权势关系,构图意义揭示青年群体是目标受众的精准定位;二是"宣传片"文本重点建构人际意义的协商语义,从客观视角而不是主观情感刻画党员群体爱岗敬业的务实作风和百年政党一心为民的赤子之心;三是"宣传片"音乐、旁白等声音能够有效增强受众全方位了解党的形象塑造,从而尽快接受党为人民服务的不变"初心"。

The image promotion ＂Who am I＂ of China Central Television（CCTV） has been the first public advertisement since the founding of Communist Party of China（CPC） in its glorious history of 95 years, which bears crucial era meaning and research value. The research combines visual design grammar, appraisal theory and the promotion＇ s corpora of images, texts and music to establish a muhimodal image interpretation framework to explore the way and paradigm through which the promotion constructs CPC＇ s image. It is found that, first, the representational meaning of the promotion＇ s images have demonstrated the down-to-earth design notion, and the interactive meaning have exhibited the equivalent power relationship between the images and the audience, additionally, the compositional meaning reveals that the promotion＇ s precisely targeting the youth as receivers. Second, the promotion text primarily constructs the negotiating semantic meaning of interpersonal aspect, illustrating the CPC members＇ pragmatic style of dedication to work and CPC＇ s innocent purity for people from the objective angle instead of subjective emotion. Third, the promotion＇ s sounds such as music and narrator＇ s voice are capable of effectively enhancing audience＇ s knowledge of the CPC＇ s image shaping so that they can rapidly accept CPC＇ S perpetual concept of staying true to the mission of serving people.