宣传片在高职院校形象软实力传播中的作用和表现

Analysis of the Role and Performance of Publicity Video in the Spread of Image and Soft Power in Higher Vocational Colleges

高职院校激烈的竞争背景下,其软实力的形象宣传成为吸引生源的有效方式之一。通过分析高职院校宣传片所发挥的作用及其表现方式,发现高职院校宣传片中存在内容缺乏精神内涵、受众群体定位不清、制作水平不高等问题。因此,应加强社会交流明确受众群体、注重地域文化和办学精神的融合、加强专业化制作团队建设。

The image of soft power publicity has become one of the effective ways to attract students under fierce competition in higher vocational colleges.This paper analyzes the role played by the promotional videos of higher vocational colleges,it then finds out that these videos lack spiritual connotation of content with unclear positioning of audience groups and low production quality.As a result,social communication should be strengthened to clarify the audience groups;colleges should focus on the integration of regional culture and school running spirit,as well as strengthen the construction of video production team.