The Evolution Of China’s City Image Advertisements

Advertising master David Ogilvy pointed out that advertisement should contribute to the brand image in every time,and make contribution to the overall brand asset accumulation with the development of economy.First of all, this article define the definition of city image advertising and on this basis, analyze the bud of city image advertising and proposed the concept of "recessive city image advertising" firstly. Dividing the development of city image advertising into interpersonal communication and media transmission phase and dividing into the unconscious and conscious transmission process. Dividing the development of city image advertisement into different classification according to the different promotion methods. For the extension and expansion of city image ads the national image advertising and city brand subject-live performance will be looked as an example to carry on the analysis discussion. And using the country series advertisement and the "impression" series by Yimou Zhang to analyze the city brand subject-live performance.Secondly, discuss the city’s awakening of self-consciousness, and analyzes its reason, performance as well as the significance of awakening.And carry on the detailed introduction for China’s first city image ads "Weihai, China!" including the creation background, the text analysis, feedback effect and so on. On the basis of marketing consciousness, the paper discuss the city image promotion development in China for ten years and discuss the effectiveness to reveal the reasons of prosperity in the city image promotion. Thirdly, categorize and summary the general problems of China’s city image promotion and reveal the overall orientation of city image advertising and glibness problem and critic the art clone phenomenon using the theory of "copy".And comment the city image slogan to reveal a widespread problem.Finally, as the conclusion of this article, analyst the urban characteristics and subjective demands in order to obtain both the best match, and puts forward some suggestions for the development of China’s city image advertising.