中国城市形象宣传片的传播策略分析
发布时间：2018-10-22 15:31
【摘要】：城市形象宣传片是城市的一张影视名片,在城市形象塑造和城市品牌传播中起着非常重要的作用。中国城市形象宣传片的发展已经有16年的历程。业界对城市形象片的研究不断深入，而时代的改变，媒体的发展，人们审美和消费观念的变迁，城市形象宣传片的的类型和传播方式也在不断的改变。 本文结合中国城市形象宣传片近些年的传播现象，对于中国城市形象宣传片的传播策略进行研究。业界对于城市形象宣传片的界定颇多，，本文综合各方界定以及笔者对于城市形象宣传片的理解，将其定义为：以城市形象为内容主体的，为城市品牌效力的影视广告。全文采用理论和案例分析相结合的方法，用叙事学和传播学结合案例来分析城市形象宣传片。本文先从城市形象宣传片的影视属性入手，分析其影像文本在叙事方法上的传播策略，然后是以“5W”分析城市形象宣传片在传播过程的五个要素，结合杭州的城市形象宣传片调查问卷对当下城市形象宣传片的现状进行解析，探究当下的城市形象宣传片在传播策略上所存在的问题与提升方法。
[Abstract]:The city image propaganda film is a film and television card of the city, which plays a very important role in shaping the city image and spreading the city brand. The development of Chinese city image propaganda film already has 16 years course. The research of city image film is going deep, and the change of times, the development of media, the change of people's aesthetic and consumption concept, the type of city image propaganda film and the way of communication are also changing constantly. Based on the phenomenon of Chinese city image propaganda film in recent years, this paper studies the communication strategy of Chinese city image propaganda film. There are many definitions of city image propaganda film in the industry. This paper synthesizes the definition of all sides and the author's understanding of the city image propaganda film, and defines it as the film and television advertisement with the city image as the main content and the city brand as the effective film and television advertisement. The full text adopts the method of combining theory and case analysis, and analyzes the city image propaganda film with the combination of narratology and communication. This paper begins with the film and television attributes of the city image propaganda film, analyzes the communication strategy of its image text in the narrative method, and then analyzes the five elements of the city image propaganda film in the communication process with "5W". Based on the questionnaire of Hangzhou city image propaganda film, this paper analyzes the present situation of city image propaganda film, and probes into the existing problems and promotion methods of the present city image propaganda film in communication strategy.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J959;G206
本文编号：2287551
[Abstract]:The city image propaganda film is a film and television card of the city, which plays a very important role in shaping the city image and spreading the city brand. The development of Chinese city image propaganda film already has 16 years course. The research of city image film is going deep, and the change of times, the development of media, the change of people's aesthetic and consumption concept, the type of city image propaganda film and the way of communication are also changing constantly. Based on the phenomenon of Chinese city image propaganda film in recent years, this paper studies the communication strategy of Chinese city image propaganda film. There are many definitions of city image propaganda film in the industry. This paper synthesizes the definition of all sides and the author's understanding of the city image propaganda film, and defines it as the film and television advertisement with the city image as the main content and the city brand as the effective film and television advertisement. The full text adopts the method of combining theory and case analysis, and analyzes the city image propaganda film with the combination of narratology and communication. This paper begins with the film and television attributes of the city image propaganda film, analyzes the communication strategy of its image text in the narrative method, and then analyzes the five elements of the city image propaganda film in the communication process with "5W". Based on the questionnaire of Hangzhou city image propaganda film, this paper analyzes the present situation of city image propaganda film, and probes into the existing problems and promotion methods of the present city image propaganda film in communication strategy.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J959;G206
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本文编号：2287551
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