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EDMI023.pdf

Article Title : Research on the Impact of Public Service Advertising Contact Degree and Advertising Performance on City Identity in Guangdong-Hong Kong-Macao Greater Bay Area
Author(s) : Li Pan
Corresponding Author : Li Pan
Keywords : Guangdong-Hong Kong-Macao Greater Bay Area; Public Service Advertising; Contact Degree; Advertising Performance; City Identity.
PDF : http://download.BCPub.org/proceedings/2021/EDMI2021/EDMI023.pdf
Abstract

The Chinese culture and patriotism spread by public service advertising can better enable the Hong Kong and Macao compatriots to share the historical responsibility of the national rejuvenation and the great glory of the prosperity of the motherland with us. The creation of a civilized city is a unique social phenomenon in China. Therefore, in the past, there have been few studies discussing the relationship between public service advertising and urban identity in the construction of civilized cities. This study, taking Zhuhai City, Guangdong Province as an example, draws on the past advertising effect model, and empirically studies the impact of the publication of public service advertising of the theme of civilized cities promoted by the Chinese government on advertising attitudes and urban identity. This study also constructs a model to further clarify the relationship between the publication of public service advertising and urban identity. Specifically, the publication of public service advertising for the construction of civilized cities does have an impact on city identity. Although the frequency of contact and the performance of advertising will have an impact on the attitude of advertising, the performance of advertising will be more influential, which will indirectly or directly affect the city's identity through advertising attitude. In this way, three countermeasures are proposed to provide decision-making consultation for the relevant government departments to build a beautiful and harmonious Guangdong-Hong Kong-Macao Greater Bay Area.

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