公益广告对塑造城市形象的作用研究
发布时间：2019-01-01 08:18
【摘要】：时至今日，城市间的竞争已经达到白炽化状态，优质城市形象的塑造迫在眉睫。公益广告担负着引导大众价值取向、审美追求，提升文化素质、道德修养的重要使命，是塑造文明城市形象的主要手段之一。运用公益广告来塑造城市形象具有无可比拟的优势。 本文以城市形象的塑造为切入点，分别对公益广告在塑造城市形象中的优势因素和对城市形象的优化作用进行阐述，进一步说明公益广告与城市形象塑造的渊源和关联。就目前运用公益广告塑造城市形象的现状分析来看，社会大众公益意识淡漠，公益广告传播主题老生常谈，传播载体不够创新，社会参与不足、监管不力等，是公益广告在塑造城市形象过程中存在的主要问题和误区。鉴于城市公益广告中存在的诸多问题，应为公益广告更好地塑造城市形象提出相应的改善方法与对策。通过加强树立城市形象的公益意识、优化公益广告本身的艺术表现形式、健全城市公益广告的运行机制、加强立法执法和社会监督力度以及运用适当的媒介传播给更多的受众等方式，从社会各方面的角度来分析如何为形象诉求导向的公益广告保驾护航，创造一个良好的大环境。 本文通过对公益广告的现状和对策进行分析，以期为实务中运用公益广告塑造城市形象的行为进行有效的规范与引导，使城市在形象战略中能有效利用参与公益广告事业的契机，实现城市形象文明优质和公益广告事业蒸蒸日上的双赢。
[Abstract]:Today, competition between cities has reached incandescent state, the shaping of high-quality city image is urgent. Public service advertisement is one of the main methods to shape the image of civilized city, which is responsible for guiding the value orientation, aesthetic pursuit, improving cultural quality and moral accomplishment. The use of public service advertising to shape the image of the city has unparalleled advantages. This article takes the city image shaping as the breakthrough point, separately to the public service advertisement in the shaping city image superiority factor and the optimized function to the city image carries on the elaboration, further explains the public service advertisement and the city image mold origin and the correlation. From the analysis of the current situation of using public service advertisements to shape the image of the city, we can see that the public interest consciousness is indifferent, the theme of public service advertisement communication is clich 茅, the carrier of public service is not innovative enough, the social participation is insufficient, the supervision is weak, etc. Public service advertisement is the main problem and misunderstanding in the process of shaping city image. In view of the many problems existing in the city public service advertisement, the corresponding improvement methods and countermeasures should be put forward for the public service advertisement to better shape the city image. By strengthening the public interest consciousness of establishing the city image, optimizing the artistic expression form of the public service advertisement itself, perfecting the operation mechanism of the city public service advertisement, To strengthen legislative enforcement and social supervision, and to use appropriate media to spread to more audiences, this paper analyzes from various aspects of society how to protect public service advertisements guided by image demands and create a good environment. Through the analysis of the present situation and countermeasures of public service advertisement, this paper hopes to regulate and guide the practice of using public service advertisement to shape the city image effectively. In the image strategy, the city can make effective use of the opportunity to participate in the public service advertising, and realize the win-win situation of the city image civilization and the prosperity of the public service advertising.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3
本文编号：2397263
[Abstract]:Today, competition between cities has reached incandescent state, the shaping of high-quality city image is urgent. Public service advertisement is one of the main methods to shape the image of civilized city, which is responsible for guiding the value orientation, aesthetic pursuit, improving cultural quality and moral accomplishment. The use of public service advertising to shape the image of the city has unparalleled advantages. This article takes the city image shaping as the breakthrough point, separately to the public service advertisement in the shaping city image superiority factor and the optimized function to the city image carries on the elaboration, further explains the public service advertisement and the city image mold origin and the correlation. From the analysis of the current situation of using public service advertisements to shape the image of the city, we can see that the public interest consciousness is indifferent, the theme of public service advertisement communication is clich 茅, the carrier of public service is not innovative enough, the social participation is insufficient, the supervision is weak, etc. Public service advertisement is the main problem and misunderstanding in the process of shaping city image. In view of the many problems existing in the city public service advertisement, the corresponding improvement methods and countermeasures should be put forward for the public service advertisement to better shape the city image. By strengthening the public interest consciousness of establishing the city image, optimizing the artistic expression form of the public service advertisement itself, perfecting the operation mechanism of the city public service advertisement, To strengthen legislative enforcement and social supervision, and to use appropriate media to spread to more audiences, this paper analyzes from various aspects of society how to protect public service advertisements guided by image demands and create a good environment. Through the analysis of the present situation and countermeasures of public service advertisement, this paper hopes to regulate and guide the practice of using public service advertisement to shape the city image effectively. In the image strategy, the city can make effective use of the opportunity to participate in the public service advertising, and realize the win-win situation of the city image civilization and the prosperity of the public service advertising.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3
【引证文献】
相关硕士学位论文 前1条
1 李扬;儒家“五常”思想与公益广告的价值同构研究[D];齐齐哈尔大学;2013年
，本文编号：2397263
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