从“最中国”评选看电视城市形象广告传播误区

On the Misunderstandings of the City Image TV Advertisements from the Perspective of the Selection of China's Unique

泛滥的"最中国"城市评选,催生了轰轰烈烈的电视城市形象广告"秀"。电视城市形象广告正以其独有的魅力绽放在中国广告之林。然而,如何从大同小异的电视城市形象广告中脱颖而出?如何形成自己的城市定位?如何利用媒介的整合扩大宣传力度?如何将电视城市形象广告的文化价值与经济价值有机结合?对炙手可热的中国电视城市形象广告"秀"进行冷静的思索是十分必要的。

In recent years, the selections of the city featured with China＇s unique were overflowing, and it gave birth to vigorous shows of TV ads for the city image. Now, they are blooming in the forest of Chinese advertisements with its unique charm. Nevertheless, how to stand out from similar TV ads？ How to form its own city positioning？ How to use the integration of media to expand its publicity？ How to combine the cultural value of TV ads for city image with its economic one？ Actually, it＇s necessary for us to speculate the hot TV shows calmly.