本文選題：LED戶外視頻廣告 + 西安城市形象呈現(xiàn)　； 參考：《西北大學》2013年碩士論文

【摘要】：隨著經(jīng)濟和技術的發(fā)展,LED戶外視頻媒體已經(jīng)遍布西安的各大街頭,成為城市現(xiàn)代化和創(chuàng)新化的重要現(xiàn)象。它的出現(xiàn)改變了戶外廣告?zhèn)鹘y(tǒng)格局,成為西安戶外廣告中的熱點。作為一種戶外媒體,LED顯示屏是城市景觀重要的組成部分；作為一種大眾媒介,LED戶外視頻媒體建構城市虛擬形象。因此對城市形象的構建和呈現(xiàn)是其與生俱來的社會屬性。解讀LED戶外視頻媒體如何構建和呈現(xiàn)城市形象,無疑在LED顯示屏盛行的今天具有現(xiàn)實意義。 從LED戶外視頻媒體自身的特征和功能來看,它是從城市景觀形象、城市經(jīng)濟形象、城市政府形象以及城市人文形象這四個方面來呈現(xiàn)并建構城市形象。通過對西安LED戶外視頻媒體進行內(nèi)容分析,證實了其對城市形象具有建構作用,并呈現(xiàn)出生態(tài)化的綠色西安、國際化的活力西安以及人文化的和諧西安之形象。但是從西安形象的政府定位以及現(xiàn)狀來看,LED戶外視頻媒體對西安形象的呈現(xiàn)還存在著一些缺失：刻板的政府形象、單一的經(jīng)濟形象、設置上破壞景觀形象的整體性、形象整合意識不強以及落后的傳播創(chuàng)意。根據(jù)LED戶外視頻媒體對西安城市形象的建構與缺失,提出西安LED戶外視頻媒體的發(fā)展路徑：政府重塑價值目標、整合塑造城市形象、創(chuàng)新媒體建構方法。
[Abstract]:With the development of economy and technology, LED outdoor video media has spread all over the streets of Xi'an, becoming an important phenomenon of urban modernization and innovation. Its appearance changed the traditional pattern of outdoor advertising and became a hot spot in Xi'an outdoor advertising. As a kind of outdoor media LED display screen is an important part of urban landscape; as a mass media LED outdoor video media to construct a virtual image of the city. Therefore, the construction and presentation of city image is its inherent social attribute. Unscrambling the LED outdoor video media how to construct and present the city image, undoubtedly has the realistic significance in the LED display screen prevalence today. From the characteristics and functions of LED outdoor video media, it presents and constructs urban image from four aspects: urban landscape image, urban economic image, urban government image and urban humanistic image. Through the content analysis of Xi'an LED outdoor video media, it is proved that it has the function of constructing the city image, and presents the ecological green Xi'an, the international vitality Xi'an and the harmonious Xi'an image of the human culture. However, there are still some defects in the presentation of Xi'an image by LED outdoor video media from the government orientation and present situation of Xi'an image: the rigid government image, the single economic image, and the setting damage the integrity of the landscape image. The image conformity consciousness is not strong as well as the backward dissemination creativity. According to the construction and lack of LED outdoor video media to Xi'an city image, this paper puts forward the development path of Xi'an LED outdoor video media: government remolding the value goal, integrating and shaping the city image, and innovating the method of media construction.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G206;F299.27

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本文編號：1930512