【摘要】：時(shí)至今日，城市間的競(jìng)爭(zhēng)已經(jīng)達(dá)到白熾化狀態(tài)，優(yōu)質(zhì)城市形象的塑造迫在眉睫。公益廣告擔(dān)負(fù)著引導(dǎo)大眾價(jià)值取向、審美追求，提升文化素質(zhì)、道德修養(yǎng)的重要使命，是塑造文明城市形象的主要手段之一。運(yùn)用公益廣告來(lái)塑造城市形象具有無(wú)可比擬的優(yōu)勢(shì)。 本文以城市形象的塑造為切入點(diǎn)，分別對(duì)公益廣告在塑造城市形象中的優(yōu)勢(shì)因素和對(duì)城市形象的優(yōu)化作用進(jìn)行闡述，進(jìn)一步說(shuō)明公益廣告與城市形象塑造的淵源和關(guān)聯(lián)。就目前運(yùn)用公益廣告塑造城市形象的現(xiàn)狀分析來(lái)看，社會(huì)大眾公益意識(shí)淡漠，公益廣告?zhèn)鞑ブ黝}老生常談，傳播載體不夠創(chuàng)新，社會(huì)參與不足、監(jiān)管不力等，是公益廣告在塑造城市形象過(guò)程中存在的主要問(wèn)題和誤區(qū)。鑒于城市公益廣告中存在的諸多問(wèn)題，應(yīng)為公益廣告更好地塑造城市形象提出相應(yīng)的改善方法與對(duì)策。通過(guò)加強(qiáng)樹立城市形象的公益意識(shí)、優(yōu)化公益廣告本身的藝術(shù)表現(xiàn)形式、健全城市公益廣告的運(yùn)行機(jī)制、加強(qiáng)立法執(zhí)法和社會(huì)監(jiān)督力度以及運(yùn)用適當(dāng)?shù)拿浇閭鞑ソo更多的受眾等方式，從社會(huì)各方面的角度來(lái)分析如何為形象訴求導(dǎo)向的公益廣告保駕護(hù)航，創(chuàng)造一個(gè)良好的大環(huán)境。 本文通過(guò)對(duì)公益廣告的現(xiàn)狀和對(duì)策進(jìn)行分析，以期為實(shí)務(wù)中運(yùn)用公益廣告塑造城市形象的行為進(jìn)行有效的規(guī)范與引導(dǎo)，使城市在形象戰(zhàn)略中能有效利用參與公益廣告事業(yè)的契機(jī)，實(shí)現(xiàn)城市形象文明優(yōu)質(zhì)和公益廣告事業(yè)蒸蒸日上的雙贏。
[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.
【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J524.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李揚(yáng);儒家“五�！彼枷肱c公益廣告的價(jià)值同構(gòu)研究[D];齊齊哈爾大學(xué);2013年

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本文編號(hào)：2397263