方言对城市品牌形象创建的影响

The Influence of Dialects on the Creation of City Brand Image

本文选取了10个中国城市(如厦门、广州等)的品牌形象宣传片作为研究素材,通过定性访谈的研究方法探索方言在城市品牌传播过程中对城市品牌形象创建的影响。研究显示,方言作为地域文化的载体,在城市品牌传播过程中对品牌形象有十分重要且积极的作用,方言正在成为受众识别一个城市文化差异的重要元素,是受众了解一个城市人文内涵的重要方式,方言在语言表意之外超越了信息传达本身的价值,是城市居民和城市形象独特气质的表现,是城市品牌形象传播过程中重要的识别符号和载体。

This article selects brand image promotional videos from 10 Chinese cities(such as Xiamen,Guangzhou,etc.)as research materials,and explores the impact of dialects on the creation of urban brand image through qualitative interviews.Research shows that dialect,as the carrier of regional culture,plays a very important and positive role in the brand image in the process of city brand communication.Dialect is becoming an important element for the audience to identify the differences of a Urban culture culture,and an important way for the audience to understand the humanistic connotation of a city.Dialect,beyond the meaning of language,transcends the value of information transmission itself,and is the expression of the unique temperament of city residents and city images,It is an important identification symbol and carrier in the process of promoting urban brand image.