绍兴城市形象宣传片传播优化策略探究

Research on Optimizing the Communication Strategy of Shaoxing City Image Propaganda Film

城市形象是城市构成要素之和的外在表达,影像呈现成为城市形象构建与传播的重要渠道。本文分析了绍兴城市形象宣传片影像传播的现状,指出绍兴的城市形象宣传片影像传播存在宣传定位不清晰、绍兴形象呈现力不足及影像传播力弱等问题,使得受众对绍兴城市形象的认识不清晰;同时,传播覆盖面弱导致受众不足,现有的传播手段影像艺术化演绎的变化不足也使得受众视觉疲劳。因此,加强绍兴城市形象宣传,首先要解决精准定位问题,其次要整合传播渠道以适应全媒体时代提升传播覆盖面,还要加强绍兴城市形象宣传片的艺术演绎水平,继而促进绍兴城市形象传播力提升。

City image is the external expression of the sum of various factors that constitute a city,and image presentation becomes an important channel for city image construction and communication.This paper analyzes the current situation of Shaoxing city image promotion video transmission,and points out that Shaoxing city image promotion video transmission has unclear propaganda positioning and insufficient Shaoxing image presentation power.Weak image transmission makes the audience’s understanding of Shaoxing city image unclear.At the same time,the weak communication coverage leads to the insufficient audience,and the insufficient changes in the artistic interpretation of the existing communication mean also make the audience visual fatigue.Therefore,strengthening the precise positioning of the city image,integrating the communication channels to improve the coverage of the communication and strengthening the artistic interpretation of the promotional video are important strategies to promote the promotion of Shaoxing city image communication power.