城市户外媒体广告分析研究

发布时间：2018-01-21 04:17

本文关键词： 创意和谐空间形式色彩　出处：《东华大学》2006年硕士论文　论文类型：学位论文

【摘要】：户外广告作为最古老的广告形式之一,在历史的长河里一直扮演着商业信息视觉传导的重要角色。随着科技的发展,将会有更深广的发展前景和更精细的布置格局,以更灵活的形式手段增强户外广告的精确性和影响力。各种营销、发布方式手段,各种媒质载体的选用都是户外广告的各个构成环节,尤以广告画面最为直观。设计没有固定的模式套路,但可以从优秀成功的作品中发现并吸取可借鉴的经验,减少无谓资源浪费,少走一些弯路。本文基于实际调研资料,附以详实的分析评述,结合相关政策章程,探讨户外广告的设计发布方法模式。首先对户外广告的媒体价值和媒体传播价值,结合上海户外媒体广告的发展做分析,然后针对媒体形象,通过对调研资料的分析,对户外媒体广告的“创意与环境位置”、“和谐与安全”做重点研究论述。依据丰富的设计实例,采用比较论证方法,较直观地阐述优秀户外广告的成功点和可借鉴处,欠佳户外广告的失败点和差距性,并从多个角度讨论广外广告设计制作的思维出发点,及设计创意的指导思想。最后对户外媒体广告的现状和发展方向提出合理化建议。文章提出了适应于户外媒体广告的设计原则——设计理念的精彩绝妙,色彩与形式的相得益彰,构图和编排的戏剧化对比,多维空间的精
[Abstract]:As one of the oldest forms of advertising, outdoor advertising has been playing an important role in the visual transmission of commercial information in the long history. With the development of technology. There will be a deeper and broader development prospects and more elaborate layout pattern, with more flexible form means to enhance the accuracy and influence of outdoor advertising. The selection of various media carriers are all the components of outdoor advertising, especially the most intuitive advertising screen. There is no fixed pattern of design, but can be found from outstanding and successful works and draw lessons from experience. Reduce unnecessary waste of resources and take less detours. Based on the actual research materials, with detailed analysis and comments, combined with the relevant policies and regulations, this paper discusses the design and release mode of outdoor advertising. Firstly, it discusses the media value and media communication value of outdoor advertising. Combined with the development of outdoor media advertising in Shanghai, and then according to the image of the media, through the analysis of research materials, the "creative and environmental position" of outdoor media advertising. "Harmony and Safety" is the focus of the research. According to the rich design examples, using the method of comparative demonstration, the successful points and reference points of excellent outdoor advertising are explained intuitively. Poor outdoor advertising failure and disparity, and from a number of perspectives to discuss the wide advertising design and production of the starting point of thinking. Finally, some reasonable suggestions on the present situation and development direction of outdoor media advertising are put forward. The article puts forward the design principle suitable for outdoor media advertisement-the brilliant and wonderful design idea, the complement of color and form, the dramatic contrast of composition and arrangement, and the refinement of multidimensional space.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3

【引证文献】