On the International Communication of Jingdezhen City Brand by Means of Publicity Films in the All-media Era

Abstract

The present all-media era provides new opportunities for the international communication of Jingdezhen city brand. As an important measure to introduce the history and development of Jingdezhen, city publicity films play an effective role in enhancing the soft power and international communication capacity of Jingdezhen. This paper makes a case study of the latest publicity film This Is Jingdezhen, China, discussing its successful narrative strategies from four aspects, namely, accurate establishment of city brand, ceramic culture as the city brand core, wonderful audio-visual entertainment and proper selection of opinion leaders. What is more, limitations in audience orientation and subtitles standardization are pointed out in terms of the publicity film so as to provide references for producing better city publicity films, thus enhancing ceramic culture international communication capacity and building the city brand of world porcelain capital.