在整體的城市品牌形象的表現上，台北著重強調城市機能的表現，整體表現是屬於「多元化」的城市風格，高雄著重推動地方的「觀光旅遊」，廣告也將高雄塑造成「熱情親善」的「海洋城市」和「盛夏之都」。 City Marketing has become a key point of official tourism promotion in recent years. This study is based on concepts of City Branding and City Marketing, analyzing the strategic and comparing the differences of City Image Advertisement films between Taipei City and Kaohsiung City.
According to literature, this study is based on the concepts of infrastructure marketing, attraction marketing, people marketing, and image marketing. With semiotics analysis as research tools, city brand contains three ranking including functional, experiential and symbolic brand image.
This study finds that in the expression of city image advertisement films, there are three common typical signifiers─landmark building, city traffic signifier, and nature environment. Except these three common typical signifiers, the expression of films of Taipei city contains the atmosphere of consumption. As for Kaohsiung, the whole expression of films presents consistency.
As the part of city marketing, both of Taipei and Kaohsiung focus on attraction marketing but Kaohsiung has stronger presentation than Taipei. The expression of infrastructure marketing in films of Taipei is much more completed than Kaohsiung. Both of Taipei and Kaohsiung present deficient contexts of people marketing but the citizen image of Kauhsiung presents stronger characteristic than Taipei.
At the concepts of city brand image, Taipei is a city which is diversification and international capital. Kaohsiung focuses on city tourism and becomes a city of summer and ocean.
