从视觉传达的角度解析南昌户外新媒体

发布时间：2018-02-20 19:10

本文关键词： 视觉传达户外媒体新媒体视觉要系　出处：《南昌大学》2009年硕士论文　论文类型：学位论文

【摘要】： 现代的户外媒体日新月异,随着新思维、新观念、新科技、新媒体、新材料开发利用,表现形式越来越复杂。南昌作为省会城市,随着社会经济的发展,城市文化的不断积淀,城市个性进一步显现,户外媒体已经成为南昌市城市环境布局中的一个重要组成部分。目前数字技术的发展让南昌市的户外广告越来越出彩,分众性和进一步的细分化为户外媒体广告开辟了更为广阔的空间和途径；同时,作为城市景观的重要组成部分,南昌城市户外媒体广告虽然数量众多,也考虑了受众的感知性,但仍然缺少统一的规范和程序,使整体广告视觉传达效果不能完全达到预期的目的。基于此,本文选择从南昌城市环境、历史沿革、文化特色和商业活动等方面,研究南昌户外媒体在布局、朝向、受众接受性和视觉效果上应注意的问题。本文首先阐述了城市户外新媒体的内涵、特点、形式与发展态势,分析了南昌市户外媒体现状和发展趋势,并结合南昌市的地域特色,立足视觉传达的角度,对南昌城区的户外媒体进行了调查,通过对户外媒体的视觉要素的分析,提出了南昌户外媒体在视觉要素设计上的创新及户外广告今后的发展思路。
[Abstract]:Modern outdoor media are changing with each passing day. With the development and utilization of new thinking, new ideas, new technologies, new media and new materials, the forms of expression are becoming more and more complicated. Nanchang, as the capital city, with the development of social economy, the accumulation of urban culture, Urban personality is further revealed, outdoor media has become an important part of the urban environmental layout in Nanchang. The development of digital technology has made the outdoor advertising in Nanchang more and more outstanding. As an important part of the urban landscape, Nanchang city outdoor media advertising, although a large number of, but also considered the perception of the audience. However, there is still a lack of uniform norms and procedures, so that the overall visual communication effect of advertising can not completely achieve the desired purpose. Based on this, this paper chooses from the aspects of Nanchang city environment, historical evolution, cultural characteristics and commercial activities, etc. This paper studies the layout, orientation, audience acceptance and visual effects of outdoor media in Nanchang. This article first elaborated the connotation, the characteristic, the form and the development situation of the urban outdoor new media, analyzed the Nanchang city outdoor media present situation and the development tendency, and combined with the Nanchang city regional characteristic, based on the visual communication angle, Through the analysis of the visual elements of outdoor media in Nanchang urban area, this paper puts forward the innovation in the design of visual elements and the development of outdoor advertising in Nanchang.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524;G206

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