基于环境因素的户外广告创新设计及其应用研究

发布时间：2018-04-28 20:39

本文选题：户外广告 + 环境因素　；参考：《陕西科技大学》2011年硕士论文

【摘要】：本文围绕着户外广告媒介在环境中的放置以及如何进行创新设计的问题展开研究。户外广告与环境因素间的关系不仅涉及到城市政治、经济、文化、城建、道路、交通等方面的问题,同时影响城市的景观形象。早期的户外广告因对环境因素缺乏了解,曾给一些城市的景观形象带来了一定程度的负面影响。现在,随着城市物质文明、精神文明的发展需要,杂乱无章以及制作粗劣的户外广告作品已经得到了控制,并且越来越多的户外广告设计正在朝着高质量、高科技的方向转变,即由原来的重量不重质向着深刻挖掘户外广告文化内涵及效果方面而努力,这一变化着重体现在对户外广告创新设计领域的深入研究上。再加上科学技术水平的不断发展更新了户外广告媒介形式,户外广告不局限于二维的表现形式向着多维化发展,拥有环境适应能力强、环保、高新等诸多优势。户外广告相融于城市环境之中,与环境是一个不可分割的整体,二者间的关系除了相互适应、融合以外还要考虑到户外广告、环境与受众三者的互动性与体验性。户外广告媒介只有将三者间的相互作用关系探究到极致,才能使自身的传播效果以及城市景观品质得到显著提升。论文基于对西安市户外广告的实际调研资料,采用比较、分类、统计、参考等手法对调查结果进行剖析,并结合国内外优秀户外广告作品作深入、具体的比较与研究,论文从两方面进行论述。一是基于环境因素的创新设计。包括创意与创新设计,重点分析与总结了现代户外广告发展变化中设计创意的多维化趋向,得出现代户外广告设计创意的多维化途径,不仅使户外广告不断适应社会发展的需要还使自身走上了一条可持续发展的正确道路。二是探索出基于环境因素的符号语境构建,可以将广告中的信息塑造成更加完整的传播形态,使信息更好的得到传播,也能使受众更加容易接受、理解与选择,进而能够更好的实现有效信息的传递以及提高信息传播的价值,进一步阐明符号语境的构建在基于环境因素的户外广告创新设计中的重要作用;同时论文从传播效果、经济效果、社会效果三个方面对户外广告创新设计的各种影响因素进行了深入细致的分析与排查,使文章结构更加趋于完整化,旨在将创新设计与多种影响因子结合产生多个突破点,从而改变受众的行为,并成功高效的实现户外广告信息的传播,增加户外广告在应用中的针对性,满足不同环境中的实际需求,更好的体现本研究的价值,为国内多个大中型城市在户外广告创新设计方面起到一定的指导、借鉴与参考作用。
[Abstract]:This paper focuses on the placement of outdoor advertising media in the environment and how to carry out innovative design. The relationship between outdoor advertising and environmental factors not only involves the problems of city politics, economy, culture, urban construction, road, traffic and other aspects, but also affects the city's landscape image. Early outdoor advertising is due to environmental factors. Lack of understanding has brought a certain degree of negative impact on the landscape image of some cities. Now, with the urban material civilization, the development of spiritual civilization, the disorderly and bad outdoor advertising works have been controlled, and more and more outdoor advertising designs are moving towards high quality and high technology. Change, from the original weight not heavy to the deep excavation of the cultural connotation and effect of outdoor advertising, this change is mainly reflected in the in-depth study of the field of outdoor advertising innovation and design. In addition, the continuous development of science and technology has updated the form of outdoor advertising media, outdoor advertising is not limited to two-dimensional representation. It has many advantages, such as environmental adaptability, environmental protection, high technology and so on.
Outdoor advertising in the city environment, and the environment is an inseparable whole, the relationship between the two in addition to mutual adaptation, besides the integration of outdoor advertising, the environment and the audience of the three interactive and experiential. The outdoor advertising media only to explore the mutual relationship between the three parties to the extreme, in order to make their own transmission. The effect of sowing and the quality of urban landscape were significantly improved.
Based on the actual survey data of outdoor advertising in Xi'an, the paper analyzes the results of the investigation by comparison, classification, statistics, reference and other techniques, and combines the excellent outdoor advertising works both at home and abroad for in-depth, specific comparison and research, and the thesis is discussed from two aspects. One is innovation design based on environmental factors, including creativity and innovation. The design, focusing on the analysis and summary of the multi-dimensional trend of design creativity in the development and change of modern outdoor advertising, draws a conclusion that the multi-dimensional ways of modern outdoor advertising design creativity not only make outdoor advertisements adapt to the needs of social development, but also make themselves the right way for sustainable development. Two is to explore the basis of environmental factors. The construction of symbolic context can make the information in the advertisement more complete transmission form, make the information better spread, make the audience more easily accepted, understand and choose, and then can better realize the transmission of effective information and improve the value of information dissemination. Further clarifies the construction of the symbolic context based on the environment. The important role of the innovative design of outdoor advertising is made by the factors. At the same time, the paper makes a thorough and detailed analysis and investigation on the influence factors of outdoor advertising innovation design from three aspects of communication effect, economic effect and social effect, so that the structure of the article is more integrated, and the purpose is to combine the innovative design with various influence factors to produce more. A breakthrough point, thus changing the behavior of the audience, and the successful and efficient realization of the dissemination of outdoor advertising information, increase the pertinence of outdoor advertising in the application, meet the actual needs in different environments, and better reflect the value of this study, and provide some guidance for the innovative design of many large and medium-sized cities in China outside the home. And reference.

【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3;F713.8

【引证文献】