【摘要】：大衛(wèi)·奧格威曾指出：每一次廣告都應(yīng)該為品牌形象做貢獻(xiàn),都要有助于整體品牌資產(chǎn)的積累。隨著經(jīng)濟(jì)發(fā)展速度的加快,中國(guó)城市化進(jìn)程的步伐也越來(lái)越迅速,城市的崛起激起城市間劇烈競(jìng)爭(zhēng),這種競(jìng)爭(zhēng)由經(jīng)濟(jì)硬實(shí)力轉(zhuǎn)向城市軟實(shí)力,城市開始注重作為軟實(shí)力的城市形象的提高和塑造。城市形象宣傳片作為城市形象營(yíng)銷的手段之一,逐漸成為各個(gè)城市競(jìng)相模仿的形式。 本文采用文獻(xiàn)資料查閱法、橫向縱向比較法、人物訪談法、案例分析法等對(duì)中國(guó)城市形象宣傳片的演變過(guò)程進(jìn)行梳理研究,旨在探討中國(guó)城市形象宣傳片的萌芽、發(fā)展、繁榮過(guò)程,以及所面臨的問題及解決建議。 具體來(lái)說(shuō),首先本文對(duì)城市形象廣告的定義進(jìn)行界定,在此基礎(chǔ)上,對(duì)城市形象廣告的萌芽進(jìn)行梳理,將城市形象廣告的發(fā)展分為人際傳播與媒介傳播階段,分為無(wú)意識(shí)和有意識(shí)傳播過(guò)程。將城市形象宣傳片按不同分類方式進(jìn)行分析,并采用案例分析法,對(duì)它們各自的特性進(jìn)行討論,并對(duì)城市形象廣告的延伸與拓展以國(guó)家形象廣告和城市品牌實(shí)景演出為例進(jìn)行分析討論。在城市形象廣告延伸方面,對(duì)國(guó)家城市形象系列廣告進(jìn)行解讀,并結(jié)合張藝謀的《印象》系列片,對(duì)城市品牌實(shí)景演出進(jìn)行分析。 其次,借用中國(guó)首部城市形象廣告片《威海,China!》,對(duì)中國(guó)城市形象廣告片十年的發(fā)展?fàn)顩r及投放效果進(jìn)行概括,進(jìn)而探討城市“自我意識(shí)”的覺醒,分析其覺醒的原因、表現(xiàn)以及意義,在城市“營(yíng)銷意識(shí)”加強(qiáng)的基礎(chǔ)上,揭示出城市形象宣傳片繁榮的原因及更為關(guān)注的因素。 第三,對(duì)中國(guó)城市形象宣傳片的普遍問題進(jìn)行歸類總結(jié),揭示出城市形象廣告的整體傾向性和技術(shù)性細(xì)節(jié)錯(cuò)誤,用“復(fù)制”理論批評(píng)藝術(shù)克隆現(xiàn)象,對(duì)城市形象廣告語(yǔ)進(jìn)行批評(píng)指正,揭露出普遍存在的問題。 最后,作為本文的總結(jié),對(duì)城市特質(zhì)與主觀訴求進(jìn)行分析,以求二者獲得最佳匹配,并對(duì)中國(guó)城市形象廣告的發(fā)展提出了建議。
[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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G206;F713.8;F299.2

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