The Study On The Strategy Of TV Media Tourism City Advertisements' Theme And Performance In China

In 21st century, with the acceleration of the global integration and the modernization, industrialization and urbanization of our country, the competition between cities is going to more intense, a good image of the city can help to improve the ctiy's comprehensive competiveness, and promote sustainable development of regional economy, resulting the research and application of city image advertising. Where the tourist city image advertising is driven by the tourism economy has been considerable development. After the first advertisement of Weihai has been broadcasted in 1999, Shanghai, Guangzhou, Heilongjiang, Jilin, Henan, Inner Mongolia and other cities broadcasted successively local tourism advertising. Subsequently, Qingzhou, Changzhou, Lincang, Wujiang, Yiwu, Xixian, Chifeng, Lishui and other level four cities also launched tourism themed ad. The research show that CCTVmainstream channels broadcasted totally 320 ads of 103 cities in 2015. On the one hand, tourism consumer demand warming sharply, the public need to get tourist information; on the other hand, the city tourism image advertising stay on low levels of the advertising theme pluralism and the advertising performance chaos. How to improve the situation as a tourist city problems to be solved. Meanwhile, in the academic field, although the city's image has become a hot topic, but still remains in the awareness stage of tourist city advertising media features and the importance of disseminating. Therefore, whether the market needs of economic development, or the driving research and innovation, the in-depth study of the themes and performance of tourist city image advertising has positive practical significances and theoretical significances for local green economy, overall competitiveness, advertising, media delivery, advertising messaging, audiences access to information.Based on the theory of communication, marketing, advertising, this paper makes a analysis of tourism city advertising, teased out the development of the tourism city advertisement, defined the'tourism city advertisements'clearly, and summarized the themes and types of the tourism city advertisements. In addition, I collected the tourism city advertisements from 2014 to 2015 screened in China Central Television (CCTV) which is the most authoritative TV media communication platform in China, analyzed the themes and performance status of this kind of advertisements. Finding that tourist city advertising themes existed inaccurate positioning, advertising objective fuzzy, confusing appealing and other issues; The tourist city advertising performance existed creative elements homogenization, creative symbols fragmented and other performance issues. To solve these problems, based on practical experience of foreign excellent tourism city advertising, the paper proposed the scientific development of advertising objectives, regulate the program of the advertising theme; clear the audience psychological needs, accurate draw up appeal targets; manifest the cultural charateristics, dig deeply the advertising themes; the novelty of creative elements, perfect advertising overall presentation; enhance the artistic expression, increase the interactivity of advertising and other countermeasures. I hope that this research can provide some valuable references for the production and dissemination of the TV media tourism city advertisements in our country.