国内外旅游城市身份构建分析

Analysis of Identity Construction of Home and Abroad Tourist Cities

旅游广告是旅游目的地塑造其独特身份,吸引游客量的重要途径。该文以央视上播放的国内外城市广告为研究对象,分别从叙事学和修辞两个角度对比中外旅游广告中着重凸显的城市特质,分析差异产生的原因及针对国内广告同质化现象严重,提出国内广告在城市身份塑造方面可借鉴国外经验,使身份特质更加多样化的建议。

Tourism advertisements are an important way for tourist cities to construct their own identity and attract more visitors. So this paper chose the advertisements displayed in CCTV both in home and abroad and based on the theory of narratology and rhetoric, analyzed their differences in the aspect of constructing city’s identity. The purpose of this paper is to further explain the reasons and pro-vide feasible suggestions for domestic advertising.