CHANGZHOU IMPRINT: EXPLORING HOW CULTURE ILLUMINATES CITY BRANDING

Abstract

Although research on metro advertising in first-tier cities has been extensive over the past decade, there is a noticeable lack of focus on second-tier tourist cities rich in cultural resources, such as Changzhou. Existing studies on such cities remain relatively scarce. Since 2020, Changzhou has increased its investment in tourism; however, the expected growth in tourist revenue has not materialized, highlighting a mismatch between input and return. This suggests that cities like Changzhou require further exploration and practice in cultural dissemination and brand building to optimize tourism benefits and enhance their urban image. In particular, while Changzhou's advertisements have recognized the importance of promoting urban culture, their actual impact has fallen short of expectations. Against this backdrop, this study adopts a case study approach, emphasizing the emotional connection between digital metro advertisements and passengers. The goal is to enhance urban identity and brand influence. Overall, this research investigates the relationship between metro advertising and cultural dissemination by examining several aspects: the emergence and evolution of digital metro advertising, its role in promoting urban culture, its emotional connection with passengers, factors influencing the representation of Changzhou's cultural elements, and strategies for city branding to convey Changzhou's unique charm. A key focus is on understanding the types and forms of cultural elements in Changzhou’s metro advertisements, as these significantly affect the depth and breadth of urban cultural dissemination.