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城市品牌是一种文化力和巨大的无形资产。一个城市的品牌一经形成,对城市的发展将产生巨大的作用,而这种作用是长期的、延续的和隐蔽的。在推广城市品牌的众多角色中,大众媒介是重要的一员,而其中的电视因具有声画合一特点更是城市品牌和形象展现的极佳载体,许多城市花重金在中央或地方电视台投放形象广告正是因为如此。作为中央电视台举办的活动,“西部名城”和 “魅力城市”无疑为广大中小型城市提供了一个免费的极佳平台,来完成其品牌塑造中的推广环节。
City brand is a cultural power and huge intangible assets. Once a city’s brand is formed, it will have a huge impact on the development of the city, a long-term, continuous and concealed one. The mass media is an important member of many roles in promoting the city’s brand, and the TV among them is an excellent carrier of the city’s brand and image due to its combination of sound and picture, and many cities spend heavily on the central or local TV stations It is precisely because of this. As an activity held by CCTV, “Western Famous City” and “Charming City” will undoubtedly provide a free excellent platform for large and medium-sized cities to complete the promotional links in brand building.