中国城市形象片的变迁与发展研究

发布时间：2018-04-15 23:11

本文选题：城市形象片 + 背景起源　；参考：《兰州大学》2010年硕士论文

【摘要】： 20世纪末期,我国的城市营销之路开启。在此背景下,城市形象片应运而生。可以说,城市形象片既是以“城市形象”为表现内容的影视类型,也是为营销城市而作的广告。经过多年的发展,这些篇幅短小、文本结构单薄,但是却在表现风格上形式各异的视听文本,以多样化的创作手段和卓有成效的推介功能,为我国的旅游开发、商业合作、国际交流、项目申办等贡献了不可忽视的力量,并成为传媒世界里的一股暗涌。因此,把城市形象片作为研究对象,从它的背景起源、发展历程、表现手法、传播渠道等多方面进行一次全面的梳理显得极为必要。鉴于此,本文将通过学习和借鉴影视艺术学、广告学、营销学、传播学、美学、符号学等其他学科的相关理论,从多方面分析我国城市形象片的变迁与发展,且用实例丰富论证。首先,本文会对城市形象片追本溯源,进而从我国城市形象片兴起的背景及创作动机谈起,将我国城市形象片的开端及现状呈现给大家。其次,本文将从城市形象片的属性转换、创意体现、类型变迁、媒介策略四个方面对我国城市形象片的变迁与发展进行较为详细的论述。最后,本文将从我国城市形象片的功效及不足这两方面对其进行点评。
[Abstract]:At the end of 20 th century, the road of city marketing in our country was opened.Under this background, the city image film arises at the historic moment.It can be said that city image film is not only a kind of film and television with "city image" as its content, but also an advertisement for marketing city.After many years of development, these short pages and thin text structures, but in different styles of expression of audio-visual texts, with a variety of creative means and effective promotional functions, for China's tourism development, commercial cooperation,International exchange, project bid and so on have contributed the strength which can not be ignored, and becomes a hidden surge in the media world.Therefore, it is very necessary to take the city image film as the research object from its background origin, development course, expression technique, communication channel and so on.In view of this, this paper will analyze the changes and development of urban image films in China from many aspects by studying and drawing lessons from the relevant theories of film and television art, advertising, marketing, communication, aesthetics, semiotics, etc.Examples are also used to enrich the argument.First of all, this paper will trace back to the source of urban image film, and then from the background and creative motivation of the rise of urban image film in China, the beginning and present situation of urban image film in China will be presented to everyone.Secondly, this paper discusses the change and development of urban image film in detail from four aspects: attribute transformation, creative embodiment, type change and media strategy.Finally, this paper will comment on the efficacy and deficiency of urban image film in China.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：C912.8

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