城市户外广告的空间形态设计研究

发布时间：2018-05-02 02:54

本文选题：户外广告 + 空间形态　；参考：《湖南工业大学》2012年硕士论文

【摘要】：随着我国社会经济的发展，城市生活的繁荣，户外广告这种古老的广告形式因其独特的艺术、文化和技术魅力，在竞争激烈的广告媒体中逐渐脱颖而出。现代户外广告已经成为城市环境景观中的重要部分，它不但站立在树立品牌形象和传递信息的前沿，而且它也成为了反映城市形象和风貌的重要窗口。它拉近了广告与受众之间的距离，，体现着人性的关怀和心灵的慰藉。目前户外广告在迅速发展的同时也面临着众多亟待解决的问题，大量重利轻益，粗制滥造的户外广告，吞噬和破坏着城市的各种环境，造成了严重的视觉污染，引起了受众的抵触心理，极大的影响着户外广告行业的未来发展。本文从设计艺术学的角度出发，采用文献研究、比较分析、实践调查、个案研究和综合研究的研究方法，在现有的户外广告设计相关研究的基础上，通过大量调查取例，对当今我国城市户外广告的设计现状进行客观的探析，提出了户外广告在空间形态设计上的迫切需求；通过对户外广告空间形态的分析，结合我国城市发展趋势，探索了户外广告空间形态设计的可行性及其对城市形象的优化作用。本文研究户外广告空间形态设计以空间和形态的特性作为切入点，从空间组合、造型变化、材料媒介、感官审美等方面对户外广告空间形态设计创新设计理念进行探索。借鉴国外先进的设计理念和成功的设计实例，提出了因地制宜、因时而动、动静相宜、互动交融和非常规设计理念，切实改善户外广告的整体形象，并展望了户外广告空间形态设计的发展空间，使户外广告在创造经济价值的同时也能够成为美化城市环境的新景观。
[Abstract]:With the development of our country's social economy and the prosperity of city life, outdoor advertising, as an ancient advertising form, gradually stands out in the competitive advertising media because of its unique artistic, cultural and technical charm. Modern outdoor advertising has become an important part of urban environmental landscape. It not only stands in the front of building brand image and transmitting information, but also becomes an important window to reflect the image and style of the city. It draws the distance between the advertisement and the audience, embodies the human nature's concern and the soul's consolation. At present, the outdoor advertisement is facing many problems that need to be solved while it is developing rapidly. A large number of outdoor advertisements, which are heavy on profit and light of profit, are made indiscriminately, devouring and destroying all kinds of environment of the city, and causing serious visual pollution. Caused by the resistance of the audience, greatly affect the future development of outdoor advertising industry. From the point of view of design art, this paper adopts the research methods of literature research, comparative analysis, practical investigation, case study and comprehensive research, based on the existing outdoor advertising design related research, through a large number of investigation examples. This paper makes an objective analysis of the present situation of the design of outdoor advertisement in our country, and puts forward the urgent need of the space form design of the outdoor advertisement, through the analysis of the space form of the outdoor advertisement, combined with the development trend of our country's city. This paper explores the feasibility of space form design of outdoor advertising and its role in optimizing the city image. This paper studies the space form design of outdoor advertising with the characteristics of space and form as the breakthrough point, from the space combination, modeling changes, material media, sensory aesthetic and other aspects of outdoor advertising space form design innovation design concept. Drawing lessons from the advanced design ideas and successful design examples of foreign countries, the paper puts forward some measures according to the local conditions, such as moving from time to time, keeping in motion, interaction and unconventional design ideas, and improving the overall image of outdoor advertisement. The paper also looks forward to the development space of outdoor advertising space form design, so that outdoor advertising can create economic value and become a new landscape to beautify urban environment at the same time.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

【参考文献】