户外广告与城市景观和谐发展研究

发布时间：2018-03-26 11:39

本文选题：户外广告　切入点：城市环境　出处：《青岛理工大学》2011年硕士论文

【摘要】：随着社会经济的发展和人民生活水平的提高,我国市场经济繁荣、商业兴旺。作为市场销售催化剂的广告媒体行业,在我国也是风光无限,蒸蒸日上。其中,户外广告更是以其独特的优势——承载信息的最大化和暴露频次的最高化,成为营销的宠儿。在我国,各大中型城市的繁荣街头,放眼望去,各种各样的广告牌、霓虹灯、橱窗、灯箱早已经成为一片五颜六色的炫目海洋。然而,这些广告的任意设置和频繁更叠,逐步改变了建筑的原有形态,影响到城市街道的景观秩序和特色。更可怕的是那些违规的广告牌,为人们生活的安全制造了隐患,为城市户外广告的正常发展蒙上了阴影。大力发展广告业,是我国社会主义市场经济发展的必然要求。遗憾的是户外广告与城市景观各自为政,不能够有机的融合,这是目前制约我国户外广告发展的瓶颈。目前,我国各大城市的户外广告,再为我国城市形象带来朝气蓬勃的一面的同时,也产生了新的问题。本文从户外广告设计角度出发,认为设计者景观意识的薄弱是主要的原因之一,主要从户外广告与城市环境之间的关系、户外广告现阶段发展状况分析、户外广告存在的问题及治理、户外广告与城市环境和谐的对策等几个大面对户外广告与城市景观的和谐发展进行论述。意在为户外广告与城市景观协调发展提供一点有意义的参考建议。本文重点指出:要保证户外广告与城市景观的协调发展,要保证户外广告在城市景观中真正起到画龙点睛的作用,这就要求我们每个公民必须怀抱社会责任感。综合广告业主、广告人士以及相关管理人员,努力将户外广告的合理表现和规范投放完美的结合起来。
[Abstract]:With the development of social economy and the improvement of people's living standard, the market economy of our country is prosperous and the commerce is flourishing. As the catalyst of market sales, the advertising media industry is also having boundless scenery and flourishing day by day in our country. Outdoor advertising is more with its unique advantage-the maximum load of information and exposure to the highest frequency, become a marketing darling. In our country, the prosperous streets of large and medium-sized cities, looking at, all kinds of billboards, neon lights, window, The lampbox has long been a dazzling sea of colors. However, the random setting and frequent stacking of these advertisements have gradually changed the original form of the building. It affects the landscape order and characteristics of urban streets. What is even more frightening is the illegal billboards, which create hidden dangers for the safety of people's lives, cast a shadow over the normal development of urban outdoor advertising, and vigorously develop the advertising industry. It is an inevitable requirement for the development of socialist market economy in China. Unfortunately, outdoor advertising and urban landscape can not be integrated organically, which is the bottleneck restricting the development of outdoor advertising in our country at present. At present, the outdoor advertisement of each big city of our country brings the vigorous aspect to the city image of our country again, at the same time, has also produced the new question. This article embarks from the outdoor advertisement design angle, It is considered that the weak sense of landscape is one of the main reasons, mainly from the relationship between outdoor advertising and urban environment, the analysis of the current development of outdoor advertising, the problems and management of outdoor advertising. The countermeasures of the harmony between outdoor advertisement and urban environment are discussed in this paper. The purpose of this paper is to provide some meaningful suggestions for the harmonious development of outdoor advertisement and urban landscape. This paper mainly points out that: to ensure the coordinated development of outdoor advertising and urban landscape, to ensure that outdoor advertising in the urban landscape really play the role of the finishing point, This requires that each of our citizens must embrace a sense of social responsibility. Comprehensive advertising owners, advertisers and relevant management personnel, efforts to combine the reasonable performance of outdoor advertising and standard delivery of the perfect combination.
【学位授予单位】：青岛理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8;TU986

【引证文献】