我国城市户外广告设计与环境因素的关系研究

发布时间：2018-01-20 07:36

本文关键词： 城市户外广告城市环境和谐　出处：《苏州大学》2007年硕士论文　论文类型：学位论文

【摘要】： 户外广告是现存最早的广告形式之一。我国早期的户外广告形式是以招幌、海报等形式出现的。随着市场经济的发展壮大,户外广告在我国很多城市得到了普遍而迅猛的发展,其独特的传播形式和传播特点展现出它所具有的良好发展态势。户外广告似乎已成为整个城市环境和城市繁荣的象征。但在最近几年的超速发展中,有些问题也开始凸显:即户外广告虽处于城市环境中,对城市整体环境有很大的影响。但是,当前我国户外广告的发展却大多忽视了其在城市中环境因素的作用,忽视了对环境应有的尊重,背离了城市景观和公共文化的要求。这就造成了户外广告与城市整体环境相脱离。本文基于实际调研资料,结合上海、深圳户外广告的发展状况,从城市环境的角度对户外广告做深入、具体的分析。全文分为三个部分:第一部分主要研究我国户外广告发展的现状以及主要凸显的问题。第二部分主要对我国城市户外广告所受的环境因素分析。这里的“环境”是一个多层面的概念,不仅包括空间环境同时也蕴含人文环境、视觉环境;同时还对广告的类别、性质、目标消费群等因素进行分析。户外广告设计应全面考虑到这些因素,与城市和谐共生、相辅相成。第三部分主要站在可持续发展的角度上,分析户外广告与城市发展的和谐共生,只有这样才能提升空间环境的美感,才能尽可能地减轻生态环境的压力,才能促进人文环境的延续。
[Abstract]:Outdoor advertising is one of the earliest existing advertising forms. The early forms of outdoor advertising in China were in the form of placards and posters. With the development of the market economy. Outdoor advertising has been widely and rapidly developed in many cities in China. Its unique form of communication and communication characteristics show its good development situation. Outdoor advertising seems to have become the symbol of the whole urban environment and urban prosperity. But in recent years in the overspeed development. Some problems also began to highlight: although outdoor advertising is in the urban environment, it has a great impact on the overall environment of the city. At present, the development of outdoor advertising in China has mostly ignored the role of environmental factors in the city, ignored the due respect for the environment. It deviates from the requirements of urban landscape and public culture, which results in the separation of outdoor advertising from the overall environment of the city. This paper based on the actual research materials, combined with the development of outdoor advertising in Shanghai and Shenzhen, from the perspective of the urban environment to do in-depth outdoor advertising. The paper is divided into three parts:. The first part mainly studies the present situation of the development of outdoor advertisement in our country and the main problems. The second part mainly analyzes the environmental factors of the outdoor advertisement in our country. The "environment" here. Is a multidimensional concept. It includes not only the space environment but also the humanistic environment and visual environment. At the same time, it also analyzes the category, nature, target consumer groups and other factors of advertising. Outdoor advertising design should take these factors into account, and harmonious symbiosis with the city. The third part mainly stands in the sustainable development angle, analyzes the outdoor advertisement and the city development harmonious symbiosis, only then can enhance the spatial environment esthetic feeling. In order to reduce the pressure of ecological environment as much as possible, to promote the continuation of the human environment.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3

【引证文献】