城市形象宣传片的创作特点与传播价值研究
发布时间：2019-04-08 19:31
【摘要】：日趋深入的改革和经济发展推动了城市化的进程。对于人才和资源的渴求，加剧城市间关系的复杂化，为了更好的宣传自己的地域优势和城市综合形象，我国很多大城市开始了城市品牌的建立和营销的探索之路。而城市宣传片的出现，无疑成了各大城市能在在这条路上走得更快更远的有力依靠。城市宣传片以其独特的综合全面的宣传效果，不但可以把一个城市的内涵外蕴展现的淋漓尽致，还能对外宣传城市形象，塑造城市品牌，对内提高政府满意度，形成市民文化认同，促进社会和谐发展。 本文以城市形象宣传片的创作特点和传播价值为研究核心，对其的定义、分类、功能、和发展演化等多个方面进行重新的梳理和总结，，全方位的论述了城市形象宣传片的前世今生。同时通过对大量的有代表性的城市宣传片的梳理，结合当下城市形象宣传片的发展现状，提出当下其在创作过程中出现的一系列问题和针对这些问题的解决方式。再从传播学和营销学的角度对城市形象宣传片的传播方式、传播特点、传播策略几个方面进行了概括和总结，与其在城市推广与宣传中产生的传播价值的阐述和印证，同时也对如何更好的发挥其在城市品牌推广中的传播价值做出了较深入的研究。也为今后的城市宣传片如何通过精良的制作更贴切的体现其对城市宣传产生的价值提供有效的理论依据。
[Abstract]:The deepening reform and economic development have promoted the process of urbanization. The desire for talents and resources aggravates the complexity of the relationship between cities. In order to better publicize their regional advantages and the comprehensive image of the city, many major cities in China have begun to establish city brands and explore the way of marketing. And the appearance of city propaganda film, has undoubtedly become each big city can walk faster and farther on this road forcefully. With its unique comprehensive and comprehensive publicity effect, the city propaganda film can not only show the connotation of a city vividly and vividly, but also publicize the image of the city, shape the city brand, and improve the satisfaction of the government internally. Form the citizen's cultural identity, promote the harmonious development of the society. This article takes the creation characteristic and the dissemination value of the city image propaganda film as the research core, carries on the new comb and the summary to its definition, the classification, the function, and the development and evolution and so on. All-round exposition of the city image propaganda film of the past life. At the same time, through combing a large number of representative city propaganda films, combining with the current situation of the development of the city image propaganda films, this paper puts forward a series of problems in the creation process and the solutions to these problems. Then from the angle of communication and marketing, this paper summarizes and summarizes the communication mode, communication characteristics and communication strategy of the city image propaganda film, and expounds and proves the communication value produced in the city promotion and publicity. At the same time, it also makes a deep research on how to make better use of its communication value in the promotion of city brand. It also provides an effective theoretical basis for how to express the value of urban propaganda in the future through the production of fine film.
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905
本文编号：2454850
[Abstract]:The deepening reform and economic development have promoted the process of urbanization. The desire for talents and resources aggravates the complexity of the relationship between cities. In order to better publicize their regional advantages and the comprehensive image of the city, many major cities in China have begun to establish city brands and explore the way of marketing. And the appearance of city propaganda film, has undoubtedly become each big city can walk faster and farther on this road forcefully. With its unique comprehensive and comprehensive publicity effect, the city propaganda film can not only show the connotation of a city vividly and vividly, but also publicize the image of the city, shape the city brand, and improve the satisfaction of the government internally. Form the citizen's cultural identity, promote the harmonious development of the society. This article takes the creation characteristic and the dissemination value of the city image propaganda film as the research core, carries on the new comb and the summary to its definition, the classification, the function, and the development and evolution and so on. All-round exposition of the city image propaganda film of the past life. At the same time, through combing a large number of representative city propaganda films, combining with the current situation of the development of the city image propaganda films, this paper puts forward a series of problems in the creation process and the solutions to these problems. Then from the angle of communication and marketing, this paper summarizes and summarizes the communication mode, communication characteristics and communication strategy of the city image propaganda film, and expounds and proves the communication value produced in the city promotion and publicity. At the same time, it also makes a deep research on how to make better use of its communication value in the promotion of city brand. It also provides an effective theoretical basis for how to express the value of urban propaganda in the future through the production of fine film.
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905
【参考文献】
相关期刊论文 前10条
1 李晓灵;;图像时代的电影和文学[J];北京社会科学;2008年02期
2 单娟;;浅析“城市形象片”的创新原则[J];今传媒;2010年10期
3 王冠雅;冯蓓蓓;;从城市宣传片看城市形象的构建[J];大舞台;2012年04期
4 李鸿明;何风梅;;品牌视域下城市形象广告宣传片的文化要素探寻[J];飞天;2012年24期
5 黄安;韩强;;解读城市形象宣传片的视听语言——以《I Love Harbin》为例[J];中国传媒科技;2013年04期
6 王一飞;;“微”时代,城市品牌“微”营销——微电影《相约山楂树》打造“纯爱之城”[J];中国广告;2012年05期
7 彭丽;;塑造重庆城市形象的美食名片——以“中国火锅之都——重庆”宣传片创意策划为例[J];大众文艺;2011年18期
8 杨莉明;;上海世博会宣传片中的海派文化符号解读——以《我们的城市,我们的世博会》为例[J];广告大观(理论版);2011年02期
9 李嘉;;浅析“简”与“繁”手法在城市宣传片制作中的作用[J];今日南国(理论创新版);2009年01期
10 张青荣;;感性的麻辣与理性的儒雅——宣传片《成都,一座来了就不想离开的城市》与《水韵江苏》视听语言分析[J];美与时代(下);2010年03期
本文编号：2454850
本文链接：https://www.wllwen.com/wenyilunwen/dianyingdianshilunwen/2454850.html
