试论中国城市形象广告的嬗变

发布时间：2018-11-20 19:00

【摘要】：大卫·奥格威曾指出：每一次广告都应该为品牌形象做贡献,都要有助于整体品牌资产的积累。随着经济发展速度的加快,中国城市化进程的步伐也越来越迅速,城市的崛起激起城市间剧烈竞争,这种竞争由经济硬实力转向城市软实力,城市开始注重作为软实力的城市形象的提高和塑造。城市形象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。本文采用文献资料查阅法、横向纵向比较法、人物访谈法、案例分析法等对中国城市形象宣传片的演变过程进行梳理研究,旨在探讨中国城市形象宣传片的萌芽、发展、繁荣过程,以及所面临的问题及解决建议。具体来说,首先本文对城市形象广告的定义进行界定,在此基础上,对城市形象广告的萌芽进行梳理,将城市形象广告的发展分为人际传播与媒介传播阶段,分为无意识和有意识传播过程。将城市形象宣传片按不同分类方式进行分析,并采用案例分析法,对它们各自的特性进行讨论,并对城市形象广告的延伸与拓展以国家形象广告和城市品牌实景演出为例进行分析讨论。在城市形象广告延伸方面,对国家城市形象系列广告进行解读,并结合张艺谋的《印象》系列片,对城市品牌实景演出进行分析。其次,借用中国首部城市形象广告片《威海,China!》,对中国城市形象广告片十年的发展状况及投放效果进行概括,进而探讨城市“自我意识”的觉醒,分析其觉醒的原因、表现以及意义,在城市“营销意识”加强的基础上,揭示出城市形象宣传片繁荣的原因及更为关注的因素。第三,对中国城市形象宣传片的普遍问题进行归类总结,揭示出城市形象广告的整体倾向性和技术性细节错误,用“复制”理论批评艺术克隆现象,对城市形象广告语进行批评指正,揭露出普遍存在的问题。最后,作为本文的总结,对城市特质与主观诉求进行分析,以求二者获得最佳匹配,并对中国城市形象广告的发展提出了建议。
[Abstract]:David Ogilvy once pointed out that every advertisement should contribute to brand image and contribute to the accumulation of brand equity. With the acceleration of economic development, the pace of urbanization in China has become more and more rapid. The rise of cities has aroused fierce competition among cities, which has shifted from economic hard power to urban soft power. Cities begin to pay attention to the improvement and shaping of the image of cities as soft power. As one of the means of the city image marketing, the city image propaganda film has gradually become the form of each city competing for imitation. This paper studies the evolvement process of Chinese city image propaganda film by means of literature reference, horizontal and longitudinal comparison, character interview and case analysis, in order to explore the germination and development of Chinese city image propaganda film. Prosperity process, as well as problems faced and suggestions for solutions. Specifically, first of all, this paper defines the definition of urban image advertising, on the basis of this, comb the bud of urban image advertising, and divide the development of urban image advertising into interpersonal communication and media communication stage. Divided into unconscious and conscious communication process. The city image propaganda film is analyzed according to different classification methods, and the case analysis method is used to discuss their respective characteristics. The extension and expansion of city image advertisement are analyzed and discussed with the example of national image advertisement and city brand real scene performance. In the aspect of city image advertisement extension, this paper interprets the national city image series advertisement, and analyzes the actual performance of city brand with Zhang Yimou's "impression" series. Secondly, by borrowing China's first urban image advertising film, "Weihai, China!", the author summarizes the development and the effect of the urban image advertisement in China over the past ten years, and then probes into the awakening of the city's "self-consciousness" and analyzes the reasons for its awakening. On the basis of strengthening the "marketing consciousness" of the city, it reveals the reasons for the prosperity of the city image propaganda film and the more concerned factors. Thirdly, it classifies and summarizes the general problems of Chinese city image propaganda film, reveals the overall tendency and technical details of the city image advertisement, and criticizes the phenomenon of art cloning with the theory of "copy". This paper criticizes and corrects the advertising language of city image and exposes the common problems. Finally, as a summary of this paper, this paper analyzes the characteristics and subjective demands of the city in order to obtain the best match between them, and puts forward some suggestions for the development of Chinese city image advertisement.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;F713.8;F299.2

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