【摘要】：城市形象宣傳片是城市的一張影視名片,在城市形象塑造和城市品牌傳播中起著非常重要的作用。中國城市形象宣傳片的發(fā)展已經(jīng)有16年的歷程。業(yè)界對城市形象片的研究不斷深入，而時代的改變，媒體的發(fā)展，人們審美和消費觀念的變遷，城市形象宣傳片的的類型和傳播方式也在不斷的改變。 本文結(jié)合中國城市形象宣傳片近些年的傳播現(xiàn)象，對于中國城市形象宣傳片的傳播策略進行研究。業(yè)界對于城市形象宣傳片的界定頗多，，本文綜合各方界定以及筆者對于城市形象宣傳片的理解，將其定義為：以城市形象為內(nèi)容主體的，為城市品牌效力的影視廣告。全文采用理論和案例分析相結(jié)合的方法，用敘事學(xué)和傳播學(xué)結(jié)合案例來分析城市形象宣傳片。本文先從城市形象宣傳片的影視屬性入手，分析其影像文本在敘事方法上的傳播策略，然后是以“5W”分析城市形象宣傳片在傳播過程的五個要素，結(jié)合杭州的城市形象宣傳片調(diào)查問卷對當(dāng)下城市形象宣傳片的現(xiàn)狀進行解析，探究當(dāng)下的城市形象宣傳片在傳播策略上所存在的問題與提升方法。
[Abstract]:The city image propaganda film is a film and television card of the city, which plays a very important role in shaping the city image and spreading the city brand. The development of Chinese city image propaganda film already has 16 years course. The research of city image film is going deep, and the change of times, the development of media, the change of people's aesthetic and consumption concept, the type of city image propaganda film and the way of communication are also changing constantly. Based on the phenomenon of Chinese city image propaganda film in recent years, this paper studies the communication strategy of Chinese city image propaganda film. There are many definitions of city image propaganda film in the industry. This paper synthesizes the definition of all sides and the author's understanding of the city image propaganda film, and defines it as the film and television advertisement with the city image as the main content and the city brand as the effective film and television advertisement. The full text adopts the method of combining theory and case analysis, and analyzes the city image propaganda film with the combination of narratology and communication. This paper begins with the film and television attributes of the city image propaganda film, analyzes the communication strategy of its image text in the narrative method, and then analyzes the five elements of the city image propaganda film in the communication process with "5W". Based on the questionnaire of Hangzhou city image propaganda film, this paper analyzes the present situation of city image propaganda film, and probes into the existing problems and promotion methods of the present city image propaganda film in communication strategy.
【學(xué)位授予單位】：浙江傳媒學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：J959;G206

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本文編號：2287551