本文關(guān)鍵詞： 城市形象 城市宣傳片 地方特色 同質(zhì)化 休閑　出處：《西南交通大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：城市化進(jìn)程帶來(lái)了城市宣傳片大熱的現(xiàn)象。但是,諸多城市宣傳片的水平參差不齊。城市宣傳片在城市形象建構(gòu)上并未突出地方特色,從而導(dǎo)致城市宣傳片在城市形象建構(gòu)上出現(xiàn)同質(zhì)化的現(xiàn)象。 本文以中國(guó)城市GDP排名為樣本選取標(biāo)準(zhǔn),筆者在2012年論文研究時(shí)選取了2012年中國(guó)城市GDP排行前十的城市,并在這城市品牌發(fā)展成熟度較高的十個(gè)城市近年來(lái)的眾多城市宣傳片中選取了時(shí)間上最近的城市宣傳片。因此,本文共選定12個(gè)城市宣傳片為研究文本,這12個(gè)城市宣傳片并非是2012年制作,但是目前仍在使用的城市宣傳片。筆者在本文中以選取的12個(gè)城市宣傳片的鏡頭畫面為分析單位,將城市宣傳片的鏡頭畫面按畫面內(nèi)容分類,以宣傳片中言語(yǔ)傳播的文字符號(hào)(屏幕文字、畫內(nèi)文字)、聲音符號(hào)(背景音樂、地方語(yǔ)言)以及非語(yǔ)言傳播中的圖像符號(hào)(城市中的人、城市景觀以及城市特有的地方資源)為維度進(jìn)行分析,對(duì)城市宣傳片呈現(xiàn)的特點(diǎn)進(jìn)行概括性描述,對(duì)于城市宣傳片是否體現(xiàn)城市特色,以及城市宣傳片中的城市形象建構(gòu)是否出現(xiàn)同質(zhì)化現(xiàn)象做驗(yàn)證性研究。 研究結(jié)果發(fā)現(xiàn),城市宣傳片中的畫面內(nèi)容以“人”為主體,更偏好于用女性角色吸引游客眼球,反復(fù)使用微笑的表情表現(xiàn)城市居民的友好和善。城市宣傳片常使用城市“結(jié)點(diǎn)”來(lái)體現(xiàn)城市經(jīng)濟(jì)的快速發(fā)展。在眾多城市宣傳片中,游客常用攝影設(shè)備表示對(duì)城市的“凝視”。在大量城市宣傳片中,所使用的歷史、民族文化元素俯拾即是,但是在歷史、民俗文化元素的使用上方式雷同,在體現(xiàn)城市個(gè)性的符號(hào)元素的使用方法上識(shí)別性較弱。 本文選定的城市宣傳片在地方特色方面體現(xiàn)相對(duì)較弱,城市宣傳片在城市形象建構(gòu)過(guò)程中出現(xiàn)同質(zhì)化現(xiàn)象。究其原因,主要是在本文研究所選取的中國(guó)城市GDP排名靠前、城市發(fā)展成熟度較高的樣本城市多定位為休閑城市,且發(fā)布機(jī)構(gòu)均為城市宣傳部,宣傳口徑及思路相對(duì)一致。但是我們知道,每個(gè)城市的歷史、地理、文化都是城市得天獨(dú)厚的“地利”。針對(duì)于此,筆者提供以下改進(jìn)思路。中國(guó)城市旅游品牌的發(fā)展過(guò)程中,需要有“求同存異”思想的指導(dǎo),做到的“因地制宜”,以此打造一個(gè)差異化明顯,具有特色鮮明的城市形象。
[Abstract]:The process of urbanization has brought the phenomenon of great popularity of city propaganda film. However, the level of many city propaganda films is uneven. The city propaganda film does not highlight the local characteristics in the construction of city image. As a result, the city propaganda film in the city image construction appearance homogenization phenomenon. Based on the GDP ranking of Chinese cities, the author selected the top 10 cities in 2012 by GDP in 2012. And in this city brand development maturity of 10 cities in recent years in many cities selected the most recent city propaganda film. Therefore, this paper selects 12 city propaganda films as the research text. These 12 city propaganda films are not produced in 2012, but they are still in use at present. In this paper, the author chooses 12 city propaganda films as the analysis unit. The lens screen of the city propaganda film is classified according to the content of the picture, and the text symbols (screen text, painting inside text, sound symbol (background music) in the propaganda film are transmitted in the language of the propaganda film. Local language) and non-language communication in the image symbols (people in the city, urban landscape and unique local resources) for the analysis of the dimensions, the characteristics of the city propaganda film presented a general description. Whether the city propaganda film reflects the characteristics of the city, and whether the city image construction in the city propaganda film appears homogenization phenomenon is verified. The results show that the main content of the city propaganda film is "people" and prefer to use female characters to attract tourists' attention. Repeated use of smiling expression to show the friendly and friendly city residents. City propaganda films often use the city "node" to reflect the rapid development of urban economy. In many city propaganda films. Tourists often use photographic equipment to express the "gaze" of the city. In a large number of city propaganda films, the history of the use of the elements of national culture can be found, but in history, folk culture elements of the use of the same way. The use of symbol elements to reflect the personality of the city is less recognizable. The city propaganda film selected in this paper is relatively weak in terms of local characteristics. The phenomenon of homogeneity appears in the process of city image construction. Mainly in the GDP ranking of Chinese cities selected in this paper, most of the sample cities with high urban development maturity are located as leisure cities, and the publishing agencies are city propaganda departments. But we know that each city's history, geography, culture is the city's unique "geographical location." in view of this. The author provides the following improvement ideas. In the development of Chinese urban tourism brand, we need the guidance of "seeking common ground while reserving differences" to achieve "measures to suit local conditions", so as to create a distinct differentiation. With distinctive characteristics of the city image.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J959

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