对城市形象广告的几点思考

城市化的发展态势催生了城市形象广告的出现,城市形象广告具有经济和精神双重作用,具有塑造城市形象、打造城市品牌的作用,但部分城市形象广告存在一些误区,如城市形象定位不准且与广告融合度欠佳、城市形象广告作品存在缺陷、广告媒介选择及组合不合理、存在虚假宣传等。针对这些误区,建议明确城市定位融入城市形象广告,在保证广告时长的基础上追求精妙的广告创意和表现方式,优化广告媒体选择和组合,保证广告真实性,加强城市形象建设,使城市形象广告充分发挥其最大效益。

Some Thinking about City Image Advertising

The development of city produces the city image advertising.City image advertising has economic and spiritual action.And City image advertising not only can shape good image of city,but also can shape the city brand.But there are some problems in city image advertising.City Image orientation is inaccurate,city image advertising has drawback,the choice and combination of media are unreasonable,false advertising and so on.In order to solve these problems the author,suggests defining the city image advertising,creating good city image advertising,making the choice and combination of media reasonable,insuring the truth of the advertising,improving the construction of city image,making the city image advertising be the best effect.