城市形象传播的广告美学解读

Analysis on the City Image from the Advertisement Aesthetics

城市化、工业化、现代化的推进促使经济增长与社会发展的速度加快,越来越多的城市开始注重城市形象魅力的广告宣传。城市形象广告中城市魅力的"美"体现在何处?以广告美学为视角,通过对城市形象广告从美的出现、美的原则、美的效应三方面进行解读,认为城市形象广告美的本质是城市朴素真实生活的高度浓缩,是城市文化文明程度的象征。

The advance of the urbanization industrialization and modernization give a fresh impetus to the growth of the economy and the development of society. Therefore, more and more cities begin to pay attention to showing the attractive image of a city. What is so amazing about an advertisement of a city＇ s attractive image？ Based on the Advertisement Aesthetics, this paper will explain the attraction of a city from the following three aspects： the appearance, the principle and the effect of the advertisement of a city＇ s attractive image. So this paper considers the nature of the ads. of a city＇ s attractive image are the concentration of the true life, the symbol of its culture and the level of its civilization,