基于生态视觉的户外公益广告研究

发布时间：2018-05-07 13:20

本文选题：生态视觉 + 户外环境　；参考：《南昌大学》2013年硕士论文

【摘要】：随着社会的不断发展,人们越来越注重对精神层面的建设与追求,国家也在注重经济建设的同时,更加注重对精神文明的建设,为此也投入了大量的人力、物力、财力,基于此户外公益广告也越来越多的出现在公众的视野之中,不仅担负着向社会传播信息、倡导文明生活方式、引领流行时尚,激励人向上的生活态度,沟通人与人之间的心理的责任同时也构成了城市的一部分,它所表达的内容代表了一个城市的精神风貌,向人们展示着一个城市的文化积淀,优秀的户外公益广告不仅有利于塑造城市的对外形象,而且对市民的文化道德修养起着潜移默化的巨大作用。本文是从生态视觉理论入手对户外公益广告进行研究。首先介绍了生态视觉的概念,并通过自己的理解对生态视觉概念的内涵与外延进行了补充与扩展,介绍了人眼视觉的机能与特征,为生态视觉的具体运用提供了依据,同时把生态视觉与生态哲学理论相结合,使生态视觉理论不仅仅局限在作为我们设计中的“方法论”这一狭小范畴,应该把它看做设计中的一种“世界观”,把它作为我们进行户外公益广告设计时进行整体构想的指导思想,并通过实际案例来说明生态视觉在广告中的呈现方式。从户外公益广告两个最基本的特性,户外性与公益性进行分析,指出了我国户外公益广告现阶段发展所面临的一些困难与误区,以及在设计与设置中注意事项。最后通过生态视觉与户外公益广告的结合点探讨在具体实践中如何运用生态视觉理论。
[Abstract]:With the continuous development of society, people are paying more and more attention to the construction and pursuit of the spiritual level. The state is also paying more attention to the construction of spiritual civilization while paying attention to economic construction. For this reason, it has also invested a lot of manpower, material resources and financial resources. Based on this, more and more outdoor public service advertisements appear in the public view. They not only undertake to spread information to the society, advocate the civilized way of life, lead the popular fashion, and inspire people's upward attitude towards life. The responsibility of communicating people's psychology also constitutes a part of the city. The content it expresses represents the spirit of a city and shows people the cultural accumulation of a city. Excellent outdoor public service advertisement not only helps to shape the city's external image, but also plays an imperceptible role in the cultural and moral cultivation of citizens. This article is from the ecology vision theory to carry on the research to the outdoor public service advertisement. Firstly, the concept of ecological vision is introduced, and the connotation and extension of ecological vision are supplemented and extended by one's own understanding, and the functions and characteristics of human vision are introduced, which provides the basis for the concrete application of ecological vision. At the same time, by combining ecological vision with ecological philosophy theory, ecological vision theory is not only confined to the narrow category of "methodology" in our design, but should be regarded as a kind of "world outlook" in design. It is regarded as the guiding ideology of the whole conception when we design outdoor public service advertisement, and the presentation of ecological vision in advertising is illustrated by practical cases. Based on the analysis of the two most basic characteristics of outdoor public service advertisement, the author points out some difficulties and misunderstandings in the development of outdoor public service advertisement in China at the present stage, and points out the matters needing attention in the design and setting. Finally, through the combination of ecological vision and outdoor public service advertising, this paper discusses how to apply ecological vision theory in practice.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

【共引文献】