中国城市宣传片的创意与传播研究

发布时间：2018-10-16 10:46

【摘要】：在城市化快速发展的今天,城市间的竞争日益激烈,城市间的竞争由经济硬实力转向了对城市软实力的竞争,城市开始注重作为城市软实力的城市形象的塑造和提高。城市宣传片作为城市形象营销的手段之一,逐渐成为各个城市竞相模仿的形式。近年来,随着城市宣传片的数量不断增加,再加上城市宣传片传播者的官方性和拍摄投资费用高等特点,城市宣传片作为城市形象的传播活动,足以引起我们对它的重视。通过对相关城市宣传片的研究理论进行整理发现,目前学界认为城市宣传片存在的问题主要集中在内容同质化、表现形式缺乏创意、媒体选择不当等方面,并对此提出了相应的解决方案。殊不知,这些问题的根源在于对城市宣传片的创意把握不准确,以及没有把城市宣传片放在城市发展战略中,进行全方位的考虑其传播方法。因此,本文以城市宣传片的创意与传播谋略为核心,主要分为三章。绪论部分主要阐述论文的研究背景与选题意义,以及相关理论的研究综述。第一章从城市宣传片的主要类型和作用,传播机制和传播特点方面开始研究,并在此基础上对城市宣传片的发展现状和出现的问题进行总结分析。第二章从城市宣传片的创意追求角度进行研究,城市宣传片的创意来源于对城市文化和城市精神的体现。首先,城市宣传片本身就是一部城市文化的缩影,浓缩了城市独特的自然环境、历史足迹、文化艺术和生存状态。其次,城市宣传片还是对城市精神的浓缩,主要体现在对城市文化灵魂和时代精神的张扬。另外,城市宣传片的创意还体现在城市宣传片对受众的艺术召唤。通过召唤结构,使受众的审美期望与城市宣传片所体现的城市美相融合,让受众体会到城市所散发的城市精神和魅力。第三章提出了城市宣传片的传播谋略。首先城市宣传片的传播主题提炼要以城市发展的战略规划为依据,挖掘准确的城市形象定位,打造城市的主题文化品牌。其次,城市宣传片的传播渠道要根据传播诉求以及媒介性质的不同,选择适当的传播媒介;传播渠道的多样性,决定了在传播过程中还要注意对媒介的优化组合以及对传播渠道的整合。另外,城市宣传片传播过程的阶段化和连续化,有利于收到良好的传播效果。结语:对论文研究方向进行总结。本文融合了传播学、城市营销学、文艺心理学、美学、广告学等相关学科领域的基本理论,通过对相关理论的学习和借鉴,对城市宣传片的基本概况、发展现状、问题瓶颈、创意追求、传播谋略等多方面进行分析、研究和论证。本文在研究方法上主要通过运用个案分析法、比较分析法、文献分析法等传播学研究方法,对我国城市宣传片的创意与传播进行研究。
[Abstract]:With the rapid development of urbanization, the competition between cities is becoming increasingly fierce. The competition between cities has changed from hard economic power to the competition of urban soft power. Cities begin to pay attention to the shaping and improvement of the image of cities as the soft power of cities. As one of the means of the city image marketing, the city propaganda film has gradually become the form of each city competing to imitate each other. In recent years, with the increasing number of city propaganda film, plus the city propaganda film disseminator official and high investment costs, urban propaganda film as a city image dissemination activities, enough to arouse our attention to it. Through the research theory of the related city propaganda film, it is found that at present, the problems existing in the city propaganda film are mainly concentrated in the homogeneity of the content, the lack of creativity in the form of expression, the improper choice of the media and so on. And put forward the corresponding solution to this problem. However, the root of these problems lies in the inaccuracy of the creative grasp of the city propaganda film, and the failure to put the city propaganda film in the urban development strategy, and to consider its dissemination method in all aspects. Therefore, this paper is mainly divided into three chapters based on the creativity and communication strategy of the city propaganda film. The introduction part mainly elaborates the research background and the topic selection significance of the thesis, as well as the related theory research summary. The first chapter begins to study the main types and functions of urban propaganda film, communication mechanism and characteristics, and on this basis, summarizes and analyzes the development status and problems of urban propaganda film. The second chapter studies the creative pursuit of city propaganda film, which originates from the embodiment of city culture and city spirit. First of all, the city propaganda film itself is a microcosm of urban culture, condensing the city's unique natural environment, historical footprint, culture and art and living state. Secondly, the city propaganda film is still concentrated on the urban spirit, mainly reflected in the promotion of the spirit of urban culture and the spirit of the times. In addition, the city propaganda film's creativity also manifests in the city propaganda film to the audience artistic summons. By calling on the structure, the aesthetic expectation of the audience and the city beauty reflected in the city propaganda film are combined, and the audience can realize the city spirit and charm that the city sends out. The third chapter put forward the city propaganda film dissemination strategy. Firstly, the theme extraction of the city propaganda film should be based on the strategic planning of the city development, excavate the accurate city image orientation, and create the theme culture brand of the city. Secondly, the communication channel of the city propaganda film should choose the appropriate media according to the communication appeal and the nature of the media; the diversity of the communication channel, In the process of communication, we should pay attention to the combination of media and the integration of communication channels. In addition, the stage and continuity of the spread process of the city propaganda film is beneficial to the good communication effect. Conclusion: summarize the research direction of this paper. This paper combines the basic theories of communication, urban marketing, literature and art psychology, aesthetics, advertising and other related disciplines, through the study and reference of relevant theories, the basic general situation of urban propaganda film, the current development situation, the bottleneck of problems, Creative pursuit, communication strategies and other aspects of analysis, research and demonstration. In this paper, through the use of case analysis, comparative analysis, literature analysis and other communication research methods, this paper studies the creativity and dissemination of urban propaganda films in China.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J905

【引证文献】