Twenty representative publicity films of Chinese and foreign university libraries are selected in this paper, with shot as the analysis unit, and grounded theoretical ideas as the method basis. The image is analyzed from six aspects: internal space, collection resources, services, culture, technology and external environment. The media image of the university library presented in the content analysis is carried out. On the basis of the analysis results, a reference strategy is proposed for the media image construction of university libraries based on library publicity film.