【摘要】：日趨深入的改革和經(jīng)濟發(fā)展推動了城市化的進程。對于人才和資源的渴求，加劇城市間關(guān)系的復(fù)雜化，為了更好的宣傳自己的地域優(yōu)勢和城市綜合形象，我國很多大城市開始了城市品牌的建立和營銷的探索之路。而城市宣傳片的出現(xiàn)，無疑成了各大城市能在在這條路上走得更快更遠的有力依靠。城市宣傳片以其獨特的綜合全面的宣傳效果，不但可以把一個城市的內(nèi)涵外蘊展現(xiàn)的淋漓盡致，還能對外宣傳城市形象，塑造城市品牌，對內(nèi)提高政府滿意度，形成市民文化認同，促進社會和諧發(fā)展。 本文以城市形象宣傳片的創(chuàng)作特點和傳播價值為研究核心，對其的定義、分類、功能、和發(fā)展演化等多個方面進行重新的梳理和總結(jié)，，全方位的論述了城市形象宣傳片的前世今生。同時通過對大量的有代表性的城市宣傳片的梳理，結(jié)合當(dāng)下城市形象宣傳片的發(fā)展現(xiàn)狀，提出當(dāng)下其在創(chuàng)作過程中出現(xiàn)的一系列問題和針對這些問題的解決方式。再從傳播學(xué)和營銷學(xué)的角度對城市形象宣傳片的傳播方式、傳播特點、傳播策略幾個方面進行了概括和總結(jié)，與其在城市推廣與宣傳中產(chǎn)生的傳播價值的闡述和印證，同時也對如何更好的發(fā)揮其在城市品牌推廣中的傳播價值做出了較深入的研究。也為今后的城市宣傳片如何通過精良的制作更貼切的體現(xiàn)其對城市宣傳產(chǎn)生的價值提供有效的理論依據(jù)。
[Abstract]:The deepening reform and economic development have promoted the process of urbanization. The desire for talents and resources aggravates the complexity of the relationship between cities. In order to better publicize their regional advantages and the comprehensive image of the city, many major cities in China have begun to establish city brands and explore the way of marketing. And the appearance of city propaganda film, has undoubtedly become each big city can walk faster and farther on this road forcefully. With its unique comprehensive and comprehensive publicity effect, the city propaganda film can not only show the connotation of a city vividly and vividly, but also publicize the image of the city, shape the city brand, and improve the satisfaction of the government internally. Form the citizen's cultural identity, promote the harmonious development of the society. This article takes the creation characteristic and the dissemination value of the city image propaganda film as the research core, carries on the new comb and the summary to its definition, the classification, the function, and the development and evolution and so on. All-round exposition of the city image propaganda film of the past life. At the same time, through combing a large number of representative city propaganda films, combining with the current situation of the development of the city image propaganda films, this paper puts forward a series of problems in the creation process and the solutions to these problems. Then from the angle of communication and marketing, this paper summarizes and summarizes the communication mode, communication characteristics and communication strategy of the city image propaganda film, and expounds and proves the communication value produced in the city promotion and publicity. At the same time, it also makes a deep research on how to make better use of its communication value in the promotion of city brand. It also provides an effective theoretical basis for how to express the value of urban propaganda in the future through the production of fine film.
【學(xué)位授予單位】：南京藝術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：J905

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