长沙城市户外广告发展战略研究

发布时间：2018-01-17 16:06

本文关键词：长沙城市户外广告发展战略研究　出处：《中南大学》2007年硕士论文　论文类型：学位论文

【摘要】： 城市户外广告是广告的一种形式，但它又有不同于其他广告媒体的特殊性，即它处于城市环境中，对城市整体环境及市容市貌有很大影响。户外广告是一个城市政治文明、经济繁荣的视觉显现，除了其本身所具有的商业价值外，还具有个性化的特征和人文价值，能准确折射出城市的地域特色和文化特征，是城市美化运动的主力军。因此，城市户外广告作为现代化城市建设布局中的重要组成部分，，越来越被人重视。全文分五个章节。第一章为绪论，简要说明研究的背景，国内外研究现状、研究的目的及意义，研究的内容、方法以及研究基本框架。第二章主要站在理论的角度解析城市户外广告的概念、特性，以及其发展趋势，从对研究对象的分析可以看出户外广告已经成为构成城市环境的一种要素，是城市政治、经济、文化的物化表征，对城市地域特色的展示、城市形象的塑造具有极其重要的作用。第三章主要运用历时研究的方法分析长沙城市户外广告发展的历史沿革，然后从现状入手，采用问卷调查和实地考察相结合的方法更为细致的分析长沙城市户外广告的建设现状，归纳总结目前户外广告存在的一般性问题。第四章从长沙市既有条件出发，研究长沙市城市户外广告发展的主要影响因数，包括环境因素、用地布局因素、产业因素、居民生活因素。第五章为本文重点，在了解长沙市未来城市发展方向的基础上，探索性地提出了长沙城市户外广告发展的目标定位和指导原则，进而从户外广告的类型定位和分区规划两个角度提出一些设想和建议，并结合典型案例进行设计分析。本文以长沙城市户外广告为研究对象，首先调查分析目前户外广告的现状及问题，然后解读其发展的影响因素，并以此为基础探寻长沙城市户外广告发展战略的若干思路。
[Abstract]:Urban outdoor advertising is a form of advertising, but it is different from other advertising media particularity, that is, it is in the urban environment. Outdoor advertising is a city political civilization, the visual manifestation of economic prosperity, in addition to its own commercial value. Also has the personalized characteristic and the humanities value, can accurately reflect the city regional characteristic and the cultural characteristic, is the city beautification movement main force. Therefore. As an important part of modern urban construction layout, urban outdoor advertising has been paid more and more attention. This paper is divided into five chapters. The first chapter is the introduction, briefly describes the background of the study, the current situation of research at home and abroad, the purpose and significance of the study, and the content of the study. The second chapter mainly analyzes the concept, characteristics and development trend of urban outdoor advertising from the perspective of theory. From the analysis of the object of study, it can be seen that outdoor advertising has become an element of urban environment, which is the materialized representation of city politics, economy and culture, and the display of urban regional characteristics. The third chapter mainly uses the diachronic research method to analyze the historical evolution of Changsha city outdoor advertisement development, then starts with the present situation. With the method of questionnaire survey and field investigation, this paper analyzes the construction status of outdoor advertising in Changsha city in detail. Summary of the current general problems of outdoor advertising. Chapter 4th from the existing conditions in Changsha City, the main factors affecting the development of urban outdoor advertising in Changsha, including environmental factors, land use layout factors. Chapter 5th is the focus of this paper. On the basis of understanding the future development direction of Changsha City, the paper puts forward the goal orientation and guiding principle of Changsha City Outdoor Advertising Development. Then it puts forward some ideas and suggestions from two angles of type orientation and district planning of outdoor advertisement, and carries on the design analysis with the typical case. This article takes Changsha city outdoor advertisement as the research object, first investigates and analyzes the present outdoor advertisement present situation and the question, then unscrambles its development influence factor. And on this basis to explore Changsha City Outdoor Advertising Development Strategy a number of ideas.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3

【引证文献】