融媒体背景下高校宣传片创作策略探究

中图分类号：G206;J959 文献标识码：A 文章编号：2095-6916（2025）13-0150-05

An Exploration of the Creation Strategies for Promotional Videos of Colleges and Universities Under the Background of Media Convergence

Liu Boning

（School of Journalism and Communication，Shandong University，Jinan ）

Abstract：Underthebackgroundofmediaconvergence，tepromotionalvideosofcolegesanduniversities，servingasdigitalname cardsforpresetingthoags，plnmpantoleincilitgtevelopntofolgsdveitHowvetpr ent，thereareproblesintereationsoftepromotionalvdeosofcollgesaduiversitis，suchasbackwardconcets，soldifiedodels，singletechqsandsiilariesiemeansofransmision，makingitdiiulttoadapttoteraleedsofmediacoegence. Combinedwiththenwchangesinthnewraitisecommendedtolarifyteiprovementstrategiesforthecreatioofpromotioalvideosfromthfolowingfouraspects：establishingthetargetawarenesbasedonuserthinkingtoforthebandefects；adheringtoteprincipleof“contentising”，tellnggodtsbutteholsandpromotigteiagsoftgesndiversits；prsistingite scientificandtechnologicalempowerment，constructingtheaestheticandpresentingaudio-visualfeasts；perfectingthcomnication strategies，explongtheaelsofomucatioadexpadingtesoeofifueneopingtoprovideusefulferencesfortheeation of promotional videos of colleges and universities.

Keywords：media convergence;promotional videos of coleges and universities；school images；creation strategie

融媒体时代，高校宣传片作为展示学校形象的数字化名片，对于宣传学校形象、助力高校发展有着重要意义。（剩余7583字）