A Structure Comparison On Image Promos Of Six Major Cities Between China's Greater Bay Area And Tokyo Bay Area

With the acceleration of urbanization,the development of cities will shift from the traditional driving force of land,capital,industry and policy to the sustainable development mode relying on talents,technical strength,tourism and culture.At the same time,in the global competition,facing the gap with the hardware strength of world-class cities gradually narrowed,China's urban cultural project and brand building is already on the way.As a cultural way of external communication,city image promos can cover language,music,image,culture,art,dance and other representational content.In addition to the function of publicity,promos can generate positive cultural appeal and emotional identity through its unique artistic and ideological content,and continuously enrich the perception of the city and enhance the glamour of the city.Based on grounded theory,this study carried out research design,analysis process and theoretical construction of city image promos.Through NVivo11 analysis software,the visual representation content and text structure of the image promos of 6 cities in the bay area of China and Japan,namely Tokyo,Kawasaki,Saitama,Guangzhou,Shenzhen and Huizhou,were analyzed.According to the city positioning,industrial model and urban development goals,the six regions are matched and compared horizontally and vertically.The conclusions were as follows:(1)In the aspect of representation features,the video representations of Guangzhou,Shenzhen,and Huizhou showed a match with the city's positioning,emphasizing the advantages of culture,technology,and tourism resources,respectively.However,Tokyo,Kawasaki,and Saitama were not strictly divided according to the characteristics of urban positioning,but mainly focus on the construction of cultural history,art and social atmosphere.(2)In the aspect of representation difference,the city images of China and Japan were quite different in the fields of communication strategies,collage thinking,visual aesthetics,character representation.The city image promos of Guangzhou,Shenzhen,and Huizhou emphasize regional commonality,while Japan shown Tokyo 's polarized dominant position,Kawasaki and Saitama emphasized local differences,and the three places jointly realize the diversified expression of the region.(3)In terms ofstructural commonality,the city image promos of China and Japan still shared a similar content structure.They both had the functional,spatial,and temporal tourism characteristics of natural resources,natural and social environments,culture and art,and general tourist infrastructures for leisure and entertainment.Through in-depth comparison,the study found that the content of city image promos in China were vast and ambitious,focusing on logical narrative,but lacking of deep thinking on the meaning of urban space.The homogenization of the urban labeling system was relatively serious,and the urban cultural symbols were also lacking in differentiation.Moreover,the communication perspective was decentralized and lacked of emotional appeal.By intervening in the special development background of the Bay Area and the strategic development policy of China and Japan,the study explored the reasons for the disparity of the city image communication between the two countries.Lastly,combined with the theories of urban cultural capital,context and geography and brand communication,the paper provided corresponding suggestions for regional city image communication in China.