杭州地铁广告规划与设计探究

发布时间：2018-04-26 07:43

本文选题：地铁广告 + 地铁形象　；参考：《杭州师范大学》2013年硕士论文

【摘要】：研究地铁广告的规划与设计,是对地铁广告理论知识的深入与完善,理清地铁广告在地铁空间中所具有的复合功能与规划原理,从而探索出符合当代城市发展趋势的地铁广告规划与设计体系。本文从视觉传达设计的角度出发,借鉴了城市规划设计的基本规划原则和方法,同时结合传播学与营销学等学科的研究成果,试图从城市整体规划的视角找到地铁广告在城市中的存在价值、定位和规划准则。文分五部分讨论。第一部分绪论,简述地铁广告规划与设计探究的意义、目的,阐明对其研究的可行性与实用性,引出从视觉传达的角度分析杭州地铁广告的视觉元素与规划原则；后逐一分析国内各大城市地铁广告的发展状况,为后文的具体论述杭州地铁广告打下基础。第二部分以本人参与完成的设计项目《杭州地铁形象导视系统与VI设计》为基础,全面解读杭州城市整体环境特征,进而提出杭州地铁的发展应契合城市自身的文化与气质,遵循国际化、特色化与差别化发展,提高地铁广告的品质,全面提升地铁形象,促进杭州地铁广告的可持续发展。第三部分分析了杭州地铁广告的综合价值,并结合整合传播媒体策略,提出了地铁广告媒介的创新趋势；同时推进长期性的“文化地铁”概念,围绕地铁文化和城市文化是相互交融共同发展的主题展开论述。第四部分对杭州地铁广告的媒介运用特征进行具体分析,结合地铁空间的总体规划原则、媒体形式、发布内容控制、色彩控制等对杭州地铁广告进行综合分析,在整体上完成地铁空间的视觉整合与优化。最后结论对杭州地铁广告的规划与设计进行整体概括性总结,提出自己的观点。
[Abstract]:To study the planning and design of subway advertisement is to deepen and perfect the theoretical knowledge of subway advertisement, and to clarify the compound function and planning principle of subway advertisement in subway space. In order to explore the trend of urban development in line with the subway advertising planning and design system. From the angle of visual communication design, this paper draws lessons from the basic planning principles and methods of urban planning and design, and combines the research results of communication and marketing. This paper tries to find out the existence value, orientation and planning criterion of subway advertisement in the city from the perspective of city overall planning. The paper is divided into five parts. The first part of the introduction, briefly describes the significance of subway advertising planning and design research, the purpose, to clarify the feasibility and practicability of its research, leading to the visual communication from the perspective of Hangzhou Metro advertising visual elements and planning principles; After that, it analyzes the development of subway advertisement in each big city of our country one by one, and lays the foundation for the concrete exposition of Hangzhou subway advertisement in the following article. In the second part, based on the design project "Hangzhou Metro Image guiding system and VI Design", the author comprehensively interprets the overall environmental characteristics of Hangzhou City, and then puts forward that the development of Hangzhou Metro should fit the culture and temperament of the city itself. Follow the development of internationalization, characteristics and differentiation, improve the quality of subway advertising, promote the overall image of subway, promote the sustainable development of Hangzhou subway advertising. The third part analyzes the comprehensive value of Hangzhou Metro Advertising, and puts forward the innovation trend of Metro Advertising Media, and promotes the long-term concept of "Cultural Subway". The thesis focuses on the theme of subway culture and urban culture, which are intermingling with each other and developing together. The fourth part makes a concrete analysis of the characteristics of the media application of the Hangzhou Metro advertising, combined with the general planning principles of subway space, media form, content control, color control and so on, to conduct a comprehensive analysis of the Hangzhou Metro advertising. In the overall completion of the subway space visual integration and optimization. Finally, the author summarizes the planning and design of Hangzhou metro advertisement and puts forward his own views.
【学位授予单位】：杭州师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;J524.3

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