城市商业区户外广告景观规划研究

发布时间：2018-03-15 12:50

本文选题：城市商业区　切入点：户外广告　出处：《福建农林大学》2012年硕士论文　论文类型：学位论文

【摘要】：近年来随着经济的发展，构建和谐生态城市已成为每个城市管理部门的首要目标和重要任务，和谐生态城市的建设离不开城市景观的良好塑造，作为城市景观的重要载体，城市商业区的户外广告与建筑物等在不同的时空中交错组合，形成了一个具有文化性、美学性、历史性、经济性的视觉空间，深层次地体现一个城市的文化内涵和品味。对城市商业区的户外广告进行景观规划，是净化城市景观、提升城市影响力、扩张城市表现力、塑造城市独特魅力的重要途径，是构建和谐生态城市的必然要求。本文以城市商业区户外广告景观为研究对象，对户外广告景观规划的规范化制定做一个初步的有益探索，弥补以往研究未能将户外广告和城市景观二者有机结合的不足，这对加强城市户外广告设计与设置的规范化管理，设计城市户外广告规划框架，完善相关法例法规，提升户外广告传播效果，改善城市景观形象，提高城市环境品质，都具有一定的实用意义。本文运用城市形象学、园林规划学、景观评价学和城市意象等相关理论和知识，采用实地考察、文献分析、学科交叉、案例实践的方法，构建出系统的城市商业区户外广告景观规划体系。主要研究结果如下： 1.从国内户外广告规划实践状况出发，总结现阶段国内部分率先进行户外广告规划的城市的规划成果，得出户外广告规划的定位与趋势；以城市景观规划和户外广告的相关理论为基础，介绍和延展基本概念，对商业区和户外广告进行详细分类，使户外广告景观规划能够有的放矢、具体可控。 2.从城市商业区户外广告景观规划的发展历程引出城市商业区户外广告景观规划的现存问题，，得出户外广告设计水准低下、破坏城市景观形象、造成安全隐患、造成环境污染四个主要问题，在此基础上总结和分析引发问题的原因，主观原因是由于户外广告同行竞争混乱，客观原因则是由于法规不完善，缺乏系统规划及载体资源未能合理配置，城市监管混乱。 3.将影响城市商业区户外广告景观的环境因素划分为四个因子：建筑物、城市道路、城市广场、城市绿地和水体，论证分析户外广告要结合建筑物的性质、规模和风格进行种类和形式的选择与设计；户外广告要与城市道路的宽窄、性质和断面形式相协调，进行统一布局；户外广告的造型与设置要同城市广场的形态和规模相适应；以城市绿地、水体为广告背景时，要在保护绿地、水体的完整和游憩功能的前提下，对户外广告进行专门的规划和设计。 4.系统归纳理想城市商业区户外广告景观规划理念，提出景观规划的指导思想及五个原则，如统一协调原则、特色原则、人性化原则、安全原则、可操作性原则，创造性提出造型设计、色彩配置、材质选择和照明设置四个技术方法。本文最后以福州中亭街商业区为例，结合实地调查和资料分析，探讨中亭街商业区户外广告景观规划方法，在实践中对研究结果进行论证。
[Abstract]:In recent years, with the development of economy, building a harmonious ecological city has become the primary goal and task of each city management departments, good shaping construction of harmonious eco city cannot do without the city landscape, as an important carrier of city landscape, city commercial area of outdoor advertisement and buildings in different space-time staggered combination form a cultural, aesthetic, historic, economic visual space, reflects a city's cultural connotation and taste. The outdoor advertising of city business district landscape planning, is to purify the city landscape, enhance the influence of the city, city expansion performance, an important way to create the unique charm of the city. Is the inevitable requirement of building a harmonious ecological city.
In this paper, the outdoor advertising city commercial landscape as the research object, the standardization of outdoor advertising landscape planning to do a preliminary exploration, previous research failed to make up lack of organic combination of outdoor advertisement and city landscape of the two, which is to strengthen the city outdoor advertising design specification design and setting management, design of outdoor city advertising planning framework, perfect related laws and rules, improve the communication effect of outdooradvertising, improve the image of city, improve the city environment quality, has certain practical significance. This paper uses the city image, landscape planning, landscape evaluation and city image and other related theories and knowledge, using field investigation, literature analysis, cross discipline, the method of case practice, construct the system of the city business district outdoor advertising landscape planning system. The main results are as follows:
1. from the domestic outdoor advertising planning practice situation, planning achievements at this stage of the domestic part of the first outdoor advertising planning of the city, the location and trend of outdoor advertising planning; with the theories of city landscape planning and outdoor advertising based on the introduction and extension of the basic concept, detailed classification of the business District and outdoor advertising so, the outdoor advertising landscape planning to target specific control.
The 2. existing problems from the development of outdoor advertising landscape planning and city commercial area leads to the outdoor advertising landscape planning city business district, the outdoor advertising design standard is low, destroy the image of the city landscape, the safety hazards caused by four main problems of environmental pollution, on the basis of summarizing and analyzing the causes of the problems. The subjective reason is due to the outdoor the advertising competition chaos, the objective reasons are because of imperfect legislation, lack of systematic planning and rational allocation of resources to support, city regulatory confusion.
3. environmental factors will affect the division of outdoor advertising landscape city commercial district into four factors: building, city road, city square, city green space and water, analysis of outdoor advertising should be combined with the nature of the building, the size and style of type and form of selection and design; outdoor advertising to width and City Road, nature and the section of the form of coordination, unified layout; outdoor advertising and other settings to the same city square shape and scale to adapt to the city; green space, water advertising background, to protect the integrity and the premise of green space, water recreation functions, planning and design of outdoor advertising.
4. systematic ideal city business district outdoor advertising landscape planning concept, put forward the guiding ideology and five principles of landscape planning, such as unified coordination principle, characteristic principle, humanity principle, security principle, operability principles, creatively put forward design, color configuration, material selection and lighting set up four technical methods.
Finally, taking Fuzhou Zhong Ting Street business district as an example, combined with field investigation and data analysis, we discuss the outdoor advertising landscape planning method of Zhong Ting Street Business District, and demonstrate the research results in practice.

【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：TU986

【引证文献】