户外广告的审美研究

发布时间：2018-03-17 05:22

本文选题：户外广告　切入点：审美类型　出处：《中南大学》2010年硕士论文　论文类型：学位论文

【摘要】： 伴随着社会的变革与转型,户外广告在近30年来取得了蓬勃的发展。看到这一点的同时,也必须看到在户外广告的发展进程中出现了如传播效果下降、视觉污染抬头、盲目扩大户外载体覆盖幅度、重量轻质的粗放型增长等诸多问题,既损坏了城市中的人居环境,也制约了户外广告的发展。究其原因,除了广告业自身的问题之外,还包括对人们日益高涨的环境审美要求的忽视。本文针对这一现象,从美学角度对户外广告进行审视和研究,以便人们对户外广告的价值和未来发展前景有正确的认识。城市户外广告是本文的研究对象,它主要包括户外独立设置或借助建(构)筑物、交通工具设置的广告以及作为信息传播媒介的商业广告、公益广告等,不包括未设架构的张贴或手写广告。本文结合广告学、美学、城市景观学、设计学、心理学、语言学等相关学科,力图在实地考察和典型案例研究的基础上,从美学的高度阐释户外广告的美学本质和户外广告的审美类型、审美风格和审美价值等方面内容。本文分四章展开,第一章从介绍户外广告的内涵和创意原则着手,对户外广告的基本概念和“户外”的美学内涵进行阐释,从而指出户外广告创意原则的理论来源,并通过阐述户外广告的创意原则,为探讨户外广告的审美类型、审美风格提供理论基础。第二章和第三章采用理论论证与案例分析相结合的方法,在美学基本理论指导下,并结合国内外一些经典案例的分析,探讨了户外广告的审美类型与审美风格,它包括要素美和载体美两大基本类型以及绚丽、质朴、幽默、理趣、荒诞、新奇、秀婉、崇高八大审美风格。最后一章则探讨了户外广告的审美价值,特别是揭示了户外广告对公共审美空间的扩大,道德价值的引导以及与城市景观融合等方面的价值。
[Abstract]:With the change and transformation of society, outdoor advertising has made vigorous development in the past 30 years. At the same time, we must also see that in the development process of outdoor advertising, such as the decline of communication effect, the rise of visual pollution. The blind expansion of the coverage of outdoor carriers, the extensive growth of light weight, and so on, not only damage the living environment in cities, but also restrict the development of outdoor advertising. The reason is that, in addition to the problems of the advertising industry itself, It also includes the neglect of people's increasing environmental aesthetic requirements. In view of this phenomenon, this paper examines and studies outdoor advertising from an aesthetic point of view, so that people can have a correct understanding of the value and future development prospects of outdoor advertising. Urban outdoor advertising is the research object of this paper. It mainly includes outdoor independent setting or building with the help of building (construction), advertisement of vehicle setting, commercial advertisement as a medium of information dissemination, public service advertisement and so on. This article combines advertising, aesthetics, urban landscape, design, psychology, linguistics and other related disciplines, and tries to base on field visits and typical case studies. The aesthetic essence of outdoor advertisement, aesthetic type, aesthetic style and aesthetic value of outdoor advertisement are explained from the perspective of aesthetics. This paper is divided into four chapters. The first chapter introduces the connotation and creative principles of outdoor advertising, explains the basic concept of outdoor advertising and the aesthetic connotation of "outdoor", and points out the theoretical source of creative principles of outdoor advertising. And through expounding the creative principle of outdoor advertisement, it provides the theoretical basis for discussing the aesthetic type and aesthetic style of outdoor advertisement. The second and third chapters adopt the method of combining theoretical argumentation with case analysis, under the guidance of the basic aesthetic theory, Combined with the analysis of some classic cases at home and abroad, this paper probes into the aesthetic types and aesthetic styles of outdoor advertising, which includes two basic types: element beauty and carrier beauty, as well as gorgeous, simple, humorous, rational, absurd, novel, and graceful. The last chapter discusses the aesthetic value of outdoor advertising, especially reveals the value of outdoor advertising in expanding public aesthetic space, guiding moral value and merging with urban landscape.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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