审美与传播视角下中国户外广告发展研究

发布时间：2018-04-21 15:29

本文选题：户外广告 + 审美　；参考：《山东大学》2013年硕士论文

【摘要】：户外广告是城市视觉秩序中的元素之一,从它在城市中存在的特征来说,它已经使得城市中的各个元素(包括城市建筑、城市街道、城市文化、城市审美、大众视觉等)都与它发生了千丝万缕的联系。从战国时期开始,中国户外广告作为最初的媒介形式伴随商业发展一路演变,直到改革开放时期,这一媒介形式的商业价值、艺术价值与社会文化价值才日益凸显。从广告主的角度出发,户外广告作为第五大发展中媒介,在信息传播、品牌推广、文化提升等方面有着视觉冲击力强、点位资源丰富等不可替代的独特媒体优势。其快速增长的势头已经超越了占有传统市场重要地位的四大媒体,越来越受到广告主的青睐。纵观景观规划与城市建设的全局,户外广告作为其重要构成元素之一,同样肩负着推动城市文化传播的社会责任。在城市建筑千篇一律、乏善可陈的状态下,户外广告己经成为文化产业之一,用其独特的方式向大众诉说着审美趋势与流行文化。换句话说,中国社会文化推进户外广告蓬勃发展的同时,户外广告也在潜移默化中彰显着我国的社会文化色彩。目前,我国广告业市场整体表现以平稳发展为主,但随着社会经济的快速发展与新媒体形式的更新换代,户外广告在市场竞争与发展中问题频现,并面临着整合与创新的局势。在与消费者的沟通过程中如何准确运用户外媒体传达产品定位的差异化信息,吸引消费者的注意并与其建立情感沟通渠道是户外广告成功的关键所在。我国户外广告正在努力迎合新经济的要求,满足“中国式消费”的需求,户外广告业的规范也正在发生变化。种种整合与变化将为户外广告业带来全新的产业创造力,改革创新与突破性思维将成为户外广告公司的重要资源。广告主在掌握品牌沟通战略的基础上实现跨媒介整合,以破竹之势为品牌信息传达的新方法奠定基调,引领了传媒业与广告市场的新气象与新的价值观。央视市场研究公司(CTR)在2012年发布的《中国广告市场进入变局前夜》报告中认为,2011年,虽然我国广告市场整体表现以“平稳、放缓”为主,但在平稳的大幕之下,国内的广告市场蕴含着强大的变革力量。正确解读户外广告业的“变革”,一方面需要充分认识户外广告的媒体优势、规划原则以及承担的社会责任,另一方面应正确应对大众日益增长的视觉审美、消费需求与户外广告商业化的矛盾。本篇文章研究的创新之处在于以户外广告实战经验为理论前提,通过梳理工作实践中户外广告的市场数据与投放案例,以审美与传播为独特视角,系统阐述户外媒体与户外新媒体的整合与创新发展趋势,以及时代赋予户外广告的品牌传播与城市文化建设的双重社会价值,力求将课题研究推向科学理论化,为实现户外广告媒体与企业品牌、城市文化建设的共赢贡献力量。
[Abstract]:Outdoor advertising is one of the elements in the urban visual order. From its characteristics in the city, it has made all the elements of the city (including urban architecture, city street, city culture, city aesthetic, public vision, etc.) with it. From the Warring States period, the Chinese outdoor advertising was the first one. In the period of reform and opening up, the commercial value, artistic value and social cultural value of this media form become increasingly prominent. From the point of view of advertisers, outdoor advertising has a strong visual impact on information dissemination, brand promotion and cultural promotion as the fifth medium of development. The rapid growth momentum has surpassed the four major media occupying the important position of the traditional market, and has become more and more popular with the advertisers. In view of the overall landscape planning and urban construction, outdoor advertising is also one of its important elements, and it also shoulders the promotion of urban culture. The social responsibility of communication. Under the condition of urban architecture, the outdoor advertisement has become one of the cultural industries. In other words, it tells the public the aesthetic trend and popular culture in its unique way. In other words, Chinese social culture promotes the vigorous development of outdoor advertising, while outdoor advertisements are also emoscent. The social and cultural color of our country.
At present, the overall performance of the advertising market in China is dominated by a steady development, but with the rapid development of the social economy and the renewal of the new media form, the problems of outdoor advertising in the market competition and development are frequent, and facing the situation of integration and innovation. How to communicate the products with the outdoor media accurately in the process of communication with consumers The key to the success of outdoor advertising is to attract consumers' attention and establish emotional communication channels. Outdoor advertising in China is trying to meet the requirements of the new economy to meet the needs of "Chinese style consumption", and the norms of outdoor advertising are changing. The integration and change will be brought to the outdoor advertising industry. The new industrial creativity, innovation and breakthrough thinking will become an important resource for the Outdoor Advertising Company. The advertisers realize the cross media integration on the basis of mastering the brand communication strategy, laying the tone for the new methods to convey the brand information and leading the new weather and new values of the media industry and the advertising market.
In 2012, the China advertising market (CTR), published in the report of the Chinese advertising market on the eve of the change, said that in 2011, although the overall performance of the advertising market in China was "smooth and slow", the domestic advertising market contained a powerful force for change under the smooth curtain. On the one hand, we should fully understand the advantages of the media, the planning principles and the social responsibility of the outdoor advertising. On the other hand, we should correctly deal with the growing visual aesthetic of the public, and the contradiction between the consumption demand and the commercialization of outdoor advertising.
The innovation of this article is based on the theoretical premise of outdoor advertising practical experience. Through combing the market data and launching cases of outdoor advertising in the work practice, taking aesthetic and communication as a unique perspective, this paper systematically expounds the integration and innovation trend of outdoor media and outdoor new media, as well as the brand of outdoor advertising. The dual social value of communication and urban cultural construction seeks to push the research into a scientific theory, and to achieve a win-win contribution to the development of outdoor advertising media and enterprise brands, and the construction of urban culture.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;J524.3

【参考文献】