城市形象宣传广告语应具备的几个特质  

Several Characteristics of the Advertisement Publicizing the City's Image

作　　者：钟应春[1] 

机构地区：[1]湖南城市学院人文学院,湖南益阳413000

出　　处：《城市学刊》2017年第6期94-98,共5页Journal of Urban Studies

基　　金：2015年湖南省哲学社会科学一般项目(15YBA072)

摘　　要：城市的发展离不开城市形象的宣传与提升,而城市形象宣传与提升的效果又跟广告语设计创作的好坏有着直接的关系。目前城市形象宣传广告语的设计良莠不齐,部分还备受争议。为了设计出令人耳目一新的优秀广告语,应从城市的定位与个性、广告语言本身的特点、广告内容的健康程度以及从语言的艺术性等方面挖掘出一些与众不同的品质。唯有如此,城市形象宣传广告语才能彰显城市的精、气、神,才能起到应有的广告效果。The development of the city is inseparable from the publicity and promotion of the city＇s image, and the publicity and promotion of the city image that is directly related to the quality of advertising language design and creation. At present, the advertising language of the city image is not all good and bad, and some of them are still controversial. In order to design refreshing and excellent advertising slogans, we should dig out some unusual qualities from the location and personality of the city, the characteristics of the advertising language, the health level of the advertising contents and the artistry of the language. Only in this way, can we show the essence, the gas and the God of the city, so as to get the desired effect of advertising.

关 键 词：城市形象 宣传 广告语 特质 

分 类 号：G112[文化科学]