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视觉叙事理论框架下中国城市的海外形象建构—以深圳国际宣传片《深圳最深处》和彭博社《Welcome to Shenzhen》为例

Construction on Overseas Image of Chinese Cities Through Visual Narrative Theory —A Case Study of Shenzhen International Advertising “The Deepest Shenzhen” and Bloomberg’s “Welcome to Shenzhen”

语言学 / 2024,6(2)：111-127 / 2024-07-08 195 193

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• 作者： 丁悦     
• 单位：

  华东理工大学，上海

• 关键词： 视觉叙事理论；城市形象；国际宣传片
• Visual narrative theory; Urban image; International promotional video
• 摘要： 城市形象宣传片是多模态视觉名片，对更好地树立城市形象起着至关重要的作用。本文选取了深圳海外城市形象宣传片中的部分镜头，基于视觉语法理论，从再现意义、互动意义和构图意义三个方面对宣传片进行了视觉话语分析，进一步了解了深圳海外城市宣传片多模态语篇整体的意义构建，分析了图像中各种元素的特征和功能以及各种元素之间的相互协作，旨在提高城市形象宣传片的质量，从而更好地塑造和优化深圳海外城市形象。
• City promotional films play a crucial role in establishing city image. This paper selects some shots from Shenzhen’s overseas city image promotional films, and based on visual narrative theory, conducts a visual discourse analysis of the videos from the three aspects of reproduction meaning, interaction meaning and compositional meaning. Meanwhile, the paper analyzes the characteristics and functions of various elements in the images as well as the interactions among the various elements, aiming to improve the quality of the city promotional video, so as to better shape and optimize Shenzhen’s overseas city image.
• DOI： https://doi.org/10.35534/lin.0602010
• 引用： 丁悦．视觉叙事理论框架下中国城市的海外形象建构——以深圳国际宣传片《深圳最深处》和彭博社《Welcome to Shenzhen》为例［J］．语言学，2024，6（2）：111-127．