城市形象对外传播中的符号叙事研究——以宣传片《活力天津走向世界》为例

A study on Symbolic Narration in External Communication of City Image--Taking the Publicity Film Dynamic Tianjin Going Global as an Example

作为一种讲述故事、传播声音的媒介形式,宣传片以其图文声色并茂的多符号特征对受众的认知产生直观影响,是城市形象对外传播中的重要载体。外交部省区全球推介活动中的天津宣传片《活力天津走向世界》作为天津形象的传播者,通过图像、文字、声音和色彩四种不同的符号形式,从经济、文化和环境三个方面,以非线性的叙事时序和多维奇观化的叙事空间,讲述了天津这座城市的活力性和世界性,对国内外受众了解和认识天津起到了一定的积极作用。

As a form of media to tell stories and spread voice,the publicity film has a direct impact on the audience’s cognition with its multi-symbol characteristics of both graphic and visual,and is an important carrier for the external communication of the city image.As an information communicator,the publicity film Dynamic Tianjin Going Global in the provincial global publicity activity initiated by the Ministry of Foreign Affairs is to tell the story of vitality and openness of Tianjin in economy,culture,and environment in a nonlinear narrative sequence and multidimensional wonders of space narrative through images,text,sound and color.It plays a positive role in helping the audience understand Tianjin in China and in the world.