Study On Graphic Symbol Design And Application In Dynamic Advertisement Of City Identity

With the acceleration of urbanization in China,the publicity of city identity has entered the dynamic advertising era from the stage of mobile paper media.In order to enhance the comprehensive competitiveness and stand out in the urban competition,many cities choose to use the power of dynamic advertising to publicize the city identity and enhance the city visibility.Dynamic advertising has become a new form of city identity publicity,avoiding the problems of single publicity channel,long cycle and untimely feedback.As a product of the new era,dynamic advertising integrates multisensory presentation forms such as video,music,graphics and text,and carries out propaganda with the help of mobile smart devices.However,in the process of publicity,most of the city identity positioning is general,do not pay attention to local cultural characteristics,content homogeneity,unique city image symbol is not obvious,resulting in the phenomenon of a thousand cities in the city identity publicity.In Hangzhou city identity,for example in this article,from the perspective of "dynamic advertising design",using literature research,questionnaire survey method,content analysis method,combining with the characteristics of historical and cultural development and city identity in Hangzhou,refer to the public’s perception of Hangzhou city identity symbols,clear positioning in Hangzhou city,Hangzhou city identity graphic symbol system,At the same time,some solutions are given to the problems of dynamic advertisement applied in the publicity of Hangzhou city identity.On this basis,through concrete practice,the design of Hangzhou city identity graphic symbol advertising video suitable for multimedia platform publicity.The results of this paper are helpful to promote the diversified development of Hangzhou’s city identity,and enhance the visual communication of the city identity by refining the historical and cultural connotation of the city,so as to further enhance the comprehensive influence and visibility of Hangzhou.