【摘要】： 隨著中國經(jīng)濟(jì)的飛速發(fā)展,中國戶外廣告正處于高速發(fā)展時(shí)期,大部分城市戶外廣告投放呈現(xiàn)蓬勃態(tài)勢(shì),但是戶外廣告行業(yè)在中國發(fā)展很不均衡。一些相對(duì)發(fā)達(dá)的城市比較成熟,但還有相當(dāng)一部分城市處于初級(jí)階段。許多城市戶外廣告蓬勃發(fā)展趨勢(shì)更多的表現(xiàn)在數(shù)量上。大部分城市的戶外廣告存在許多亟待改進(jìn)的問題。比如:在各類建筑物頂上架設(shè)體量巨大的廣告牌,雖然醒目、視覺沖擊力強(qiáng),但是這種效果的取得往往是以犧牲建筑本身的整體外觀、影響周邊環(huán)境甚至影響居民居住采光通風(fēng)等基本生活條件為代價(jià)。特別是一些有特色的建筑物頂著一塊廣告牌顯得不倫不類。而且糟糕低劣的戶外廣告也廣泛存在,不斷地成為“視覺垃圾”讓人們無心觀看,嚴(yán)重影響著城市的視覺環(huán)境,它們?cè)煨蛦我?缺乏內(nèi)涵,創(chuàng)意缺乏新穎性,更談不上對(duì)人性之關(guān)愛。近年來戶外廣告的安全性同樣令人擔(dān)憂,戶外廣告安全事故頻頻發(fā)生。 在此本文通過對(duì)目前城市戶外廣告的現(xiàn)狀分析,秉承城市戶外廣告設(shè)計(jì)與系統(tǒng)論設(shè)計(jì)理念相結(jié)合,將城市戶外廣告作為一個(gè)大系統(tǒng),將城市戶外廣告系統(tǒng)與人們的行為需求、心理需求、廣告?zhèn)鞑バЧ�、城市大環(huán)境的整體美觀程度、安全性相結(jié)合進(jìn)行研究,把戶外廣告融入到整個(gè)城市人文環(huán)境中去進(jìn)行研究,運(yùn)用關(guān)聯(lián)學(xué)科領(lǐng)域理論以及實(shí)地調(diào)查,試圖提出解決城市戶外廣告諸多設(shè)計(jì)問題的設(shè)計(jì)原則。
[Abstract]:With the rapid development of Chinese economy, outdoor advertising in China is in a period of rapid development. Outdoor advertising in most cities is booming, but the development of outdoor advertising industry in China is very uneven. Some relatively developed cities are more mature, but there are still a considerable number of cities in the primary stage. The vigorous development trend of outdoor advertising in many cities is more manifested in the quantity. There are many problems in outdoor advertising in most cities that need to be improved. For example, a huge billboard is set up on the top of all kinds of buildings. Although it is eye-catching and has a strong visual impact, this effect is often achieved at the expense of the overall appearance of the building itself. Affect the surrounding environment and even affect the basic living conditions such as lighting and ventilation. In particular, some distinctive buildings look out of place with a billboard. Moreover, poor and inferior outdoor advertising also widely exists, constantly becoming "visual garbage" so that people do not want to watch, seriously affecting the visual environment of the city, they have a single shape, lack of connotation, creative lack of novelty. Not to mention the love of human nature. In recent years, the safety of outdoor advertising is also worrying, outdoor advertising safety accidents occur frequently. In this paper, through the analysis of the current situation of urban outdoor advertising, adhering to the urban outdoor advertising design and system theory design concept, the urban outdoor advertising as a large system, the urban outdoor advertising system and people's behavior needs, The psychological demand, the effect of advertising communication, the overall aesthetic degree and safety of the urban environment are studied, and the outdoor advertising is integrated into the human environment of the whole city to carry out the research, and the theory of related disciplines and field investigation are used. This paper tries to put forward the design principles to solve many design problems of urban outdoor advertising.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 龍益知;高校龍獅運(yùn)動(dòng)的推廣策略研究[D];中南大學(xué);2010年

2 遲靜;戶外廣告視覺設(shè)計(jì)研究[D];東北林業(yè)大學(xué);2010年

3 李靜;城市商業(yè)區(qū)戶外廣告景觀規(guī)劃研究[D];福建農(nóng)林大學(xué);2012年

4 翟慧敏;城市戶外廣告的空間形態(tài)設(shè)計(jì)研究[D];湖南工業(yè)大學(xué);2012年

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本文編號(hào)：2490364