Abstract:

Today’s world is becoming more media-centered than ever. In particular, the opportunities offered by the new media have transformed the subject of promotion, representation and perception into a structural element. In this environment, it is seen that video films have increased their function and importance as both an educational material and as a promotional and representative element. The films are shared and used by millions of people on the university’s web pages and social media platforms such as Facebook, Twitter, Youtube. The study discusses the element of mobility applied as a method of attracting attention in university promotional films. The sample of the study, according to the 2018 ARWU statistics, is limited to the promotional films of the top ten universities in the world. The official promotional films of the universities are analyzed by studying drawing and fiction techniques in terms of mobility element. The study that examined the selected videos by the method of document analysis was based on the criteria in the observation form. The videos studied in the examples are analyzed in the context of the scale of the filming, the camera angle and the camera movement, and in the context of the fiction, the elements added to the film, the image transitions, the music and the elements that add attractiveness.