“国际金融中心”需要怎样的城市形象广告片?——上海城市形象广告片的受众认知和态度比较研究

Building the "International Financial Center" City Brand Image need What Kind of Promotional Film?——The Comparative Study of The Audiences' Recognition and Attitude toward Shanghai Promotional Film

上海立志建设成为"国际金融中心",打造这一城市品牌形象是一个系统工程,营销传播工作是重要的组成。本研究从广告效果空间论角度,对上海现有的四部城市形象广告进行了受众认知和态度效果的比较,并引入中外受众所代表的不同涉入度作为调节变量。我们根据结果绘制了四支广告在"认知-态度"二维图上的位置,并发现不同涉入度对认知效果没有调节作用,而对态度效果上则有调节作用。基于这些发现,我们提出了如何创作有效的国际金融中心城市形象广告的建议。

With the aspiration of being the ＂ International financial center＂, Shanghai needs a systemic project to build this city brand image. And marketing communication is one of the critical parts in the system. Supported by EAC Space Theory of advertising effects, we conducted a empirical research on the recognition and attitude effect of four commercial films of Shanghai. In addition, we introduced the involvement as a moderator variable. We generated the ＂recognition attitude＂ two dimension plot to position the four commercial films, and found that involvement has no moderate effect on recognition , but on attitude effect in our case. Based on our findings, we presented comments on creating a commercial film of Shanghai city with the appeal of being International Financial Center.