新媒体环境下传统户外广告的视觉突破

发布时间：2018-01-16 07:37

本文关键词：新媒体环境下传统户外广告的视觉突破　出处：《湖南师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：户外媒体作为大众最熟悉的广告媒体之一曾跻身全球三大广告发布媒体,户外广告也在广告市场中占有重要地位。然而数字技术的发展,使媒介环境发生了重大变革——以互联网、手机、户外视频等为代表的新媒体不断涌现,传统媒体的受众正向着新媒体逐步迁移。新媒体广告以其互动性、精确性等优势吸引了大量广告主,电视、报纸、户外等传统广告市场面临分流危机。在这样一种新环境下,以户外大牌为代表的传统户外广告也受到了互联网、楼宇液晶等新媒体广告的冲击。一方面,新兴的网络广告和生活圈媒体广告不断细分广告受众,造成广告主的流失；另一方面,近年来政府的拆牌整治也挤压了户外大牌的生存空间,传统户外广告亟需通过创新来突破自我,走出困境。对于传统户外广告而言,视觉传播是其根本传播方式,创新视觉表达对其提高传播影响力具有重要意义。首先,传统户外广告主要依靠视觉进行传播,传播手段单一,视觉冲击力远不如视听兼备的户外视频广告；其次,传统户外广告的无内容性特质决定了它无法透过新闻娱乐信息来吸引受众,唯有好的创意才能抓住受众眼球。因此,传统户外广告在视觉上做了不少突破创新,以提升其传播效力,应对新媒体广告的挑战。这种创新主要体现了两个方而,一是视觉传播形式的创新,二是视觉传播内容的创新。具体而言,视觉传播的形式由过去的呆板静止向着动态活泼转变；由被动吸引向着主动推送转变；由线性传播向着互动体验式传播转变；由单一视觉传播向着视听嗅等联觉传播转变。视觉传播的内容则突破了框架的限制,实现了画面的延展,并不断融入周边的环境元素,从平面走向立体化、场景化,视角也更加丰富和多元化。现阶段,传统户外广告在视觉传播上仍存在一些问题,例如公共视觉污染、与城市环境不兼容等。而城市化进程的加快、受众广告审美需求的变化无疑对户外广告的视觉设计提出了更高的要求。传统的路牌、灯箱等户外广告作为城市景观的重要组成部分,对城市软环境的构建起到不可替代的作用。同时,绿色宜居理念的提出与公民人文公益意识的提高,也要求户外广告与城市环境相协调,承担起更多的社会责任。传统户外广告唯有找准公众利益与商业利益的平衡点,将视觉传播融入城市发展的脉搏,并与城市景观环境有机结合,发挥更多的公共职能,才能博弈于政府与公众之间,赢得更为广阔的发展空间。未来,传统户外广告应在视觉传播中更加注重人性化的设计理念,提升其公益性与艺术性内涵,以满足城市发展的需求。
[Abstract]:Outdoor advertising media mass media as one of the most familiar has one of the world's top three advertising media, outdoor advertising also occupies an important position in the advertising market. However, the development of digital technology, the media environment has undergone major changes in the Internet, mobile phone, new media, outdoor video as the representative of the emerging, traditional media the audience is the new media gradually transfer. New media advertising for its advantage of accurate, interactive, attracting a large number of advertisers, television, newspapers, and other traditional outdoor advertising market facing the diversion crisis. In such a new environment, the traditional outdoor advertising billboards to represented by Internet, LCD etc. the impact of new media advertising. On the one hand, the network advertisement new media advertising and life circle subdivision of advertising audience, advertisers caused the loss; on the other hand, the government's demolition in recent years The brand renovation also squeezes the large outdoor living space, the traditional outdoor advertising needs to break through the self and get out of the dilemma through innovation.
For traditional outdoor advertising, visual communication is the basic means of communication, creative visual expression has important significance to improve its influence. First, the traditional outdoor advertising mainly rely on visual communication, communication means of a single, outdoor video advertising visual impact force as well as audio-visual; secondly, the traditional outdoor advertising content characteristics decided it is not through the entertainment news information to attract the audience, only a good idea to seize the audience attention. Therefore, the traditional outdoor advertising to do a lot of innovation in the visual communication, to enhance its effectiveness, to deal with the new media advertising challenge. This innovation is mainly reflected in two aspects, one is the innovation of visual communication forms. Two is the innovation of visual communication content. Specifically, the visual communication forms from the past static to dynamic mechanical change from passive to active; the main attraction Dynamic push by linear transformation; spread toward the interactive media to change; from single visual communication to audio-visual synesthesia. Olfactory media to change the content of visual communication has broken through the restriction of the framework, to achieve screen extension, and constantly into the surrounding environment elements, to three-dimensional, from the perspective of a planar scene, richer and more diverse.
At this stage, the traditional outdoor advertising there are still some problems in the visual communication, such as public visual pollution, and the city environment is not compatible. The city to speed up the process, higher requirements change of aesthetic needs of the audience is advertising on the outdoor advertising visual design is put forward. The traditional road signs, light boxes and other outdoor advertising as an important part of city landscape, an irreplaceable role on the construction of city soft environment. At the same time, green livable idea and humanistic public citizen awareness, also requires outdoor advertisement and city environment, to assume more social responsibility. The balance point of the traditional outdoor advertising only identify the public interests and commercial the interests of the visual communication into the pulse of the development of city, combined with the city landscape environment, play more public, the government and the public in the game to win the. For the broad development space, in the future, traditional outdoor advertisements should pay more attention to the humanized design concept and enhance their commonweal and artistic connotation in visual communication, so as to meet the needs of urban development.

【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;F713.8

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