广州市重点地段户外广告设置初探

发布时间：2018-05-10 19:19

本文选题：户外广告 + 设置　；参考：《华南理工大学》2012年硕士论文

【摘要】：21世纪以来，户外广告成为各大城市传播信息最重要的媒介之一。伴随着中国城市化进程的加快，人们对城市景观和环境提出了更高的要求。户外广告作为城市景观要素，在塑造城市形象、提升城市品位、创建城市特色方面起到了不可替代的作用。城市的经济日益繁荣，户外广告的需求也随之猛增。在户外广告快速发展的同时也引发了各种问题：如一些区域或路段的户外广告数量之多、尺度之大、设置之密给城市造成了严重的视觉污染。如此一来，户外广告不仅没能起到为城市景观增色的目的，相反还破坏了城市形象。因此，户外广告设置的科学合理性，已成为城市规划与政府相关部门的一项重要工作，也成为了城市景观、城市设计等多个专业方向研究的新课题。本文以广州市户外广告为主要研究对象。先对户外广告设置的相关理论及影响因素进行了整理和研究，并对广州市户外广告规划现状及管理模式深入解读和分析，结合调研对现阶段存在的问题作了进一步的分析与讨论，最后针对主要的问题提出相应的发展对策与建议，，并通过对重点区域一条道路的改造设计，探讨更科学合理的设置规划模式。全文的主要内容包括了七个章节：第一章为绪论，主要介绍了论文的研究背景及原因、国内外研究现状、研究的对象与内容、研究方法与框架等。第二章为城市户外广告的概述。本章阐述了户外广告的发展历程及作用，从不同角度对户外广告进行了定义，界定了与户外广告相关的几个概念，列举了户外广告的类别。第三章为户外广告设置基础理论研究及案例分析。从经济学、区位学、环境心理学、城市美学等多个角度对户外广告设置的相关内容进行了研究，并对户外广告三个主要社会主体进行分析，从他们的角度提出相应的设置原则与方法，最后对国外一些成功的设置经验进行分析与总结，为后文的研究与设计做好理论铺垫。第四章为户外广告设置的影响因素研究。先对户外广告宏观布局的影响因子及微观设置的控制要素进行分类与分析；然后详细阐述了户外广告的规划和方法。第五章为广州市户外广告设置的研究。本章阐述与分析了广州市户外广告设置的规划管理现状，包括管理模式及规划现状；并通过多种方式对户外广告设置现状进行了调研，总结出其中存在的各种问题。第六章为广州市户外广告设置发展对策。本章针对上一章总结出的各种问题，力求在面的层次上提出相应的发展对策及建议。第七章为重点区域改造设计实践。本章选取特定路段进行了户外广告设置改造设计，希望通过个案的方式对，展示户外广告设置详细规划的主要内容及基本方法，为完善和补充现有规划出一份力，起到抛砖引玉的作用。
[Abstract]:Since the 21 st century, outdoor advertising has become one of the most important media for the dissemination of information in major cities. With the acceleration of urbanization in China, people put forward higher requirements for urban landscape and environment. As a key element of urban landscape, outdoor advertising plays an irreplaceable role in shaping city image, improving city grade and creating city characteristics. The city's economy is booming, and the demand for outdoor advertising has soared. The rapid development of outdoor advertising also leads to various problems: such as the number of outdoor advertisements in some areas or sections of roads, the large scale, and the density of the settings caused serious visual pollution to the city. As a result, outdoor advertising not only failed to add color to the urban landscape, but also damaged the image of the city. Therefore, the scientific rationality of outdoor advertising has become an important work of urban planning and government departments, and has become a new research topic in many professional directions, such as urban landscape, urban design and so on. In this paper, Guangzhou outdoor advertising as the main research object. First of all, the related theories and influencing factors of outdoor advertising setting are sorted out and studied, and the present situation and management mode of outdoor advertising planning in Guangzhou are deeply interpreted and analyzed. Based on the investigation, the paper makes further analysis and discussion on the existing problems at the present stage, and finally puts forward corresponding development countermeasures and suggestions in view of the main problems, and designs a road in the key area through the transformation and design. To explore a more scientific and reasonable planning model. The main contents of this paper include seven chapters: The first chapter is the introduction, mainly introduces the research background and the reason, the domestic and foreign research present situation, the research object and the content, the research method and the frame and so on. The second chapter is an overview of urban outdoor advertising. This chapter expounds the development course and function of outdoor advertisement, defines outdoor advertisement from different angles, defines several concepts related to outdoor advertisement, and lists the categories of outdoor advertisement. The third chapter is the basic theory research and case analysis of outdoor advertising. From the aspects of economics, location, environmental psychology, urban aesthetics and so on, this paper studies the contents of outdoor advertising, and analyzes the three main social subjects of outdoor advertising. From their point of view, the corresponding setting principles and methods are put forward. Finally, some successful setup experiences of foreign countries are analyzed and summarized, which will pave the way for the later research and design. The fourth chapter is the study of the influencing factors of outdoor advertising. This paper first classifies and analyzes the influencing factors of macro layout of outdoor advertising and the control factors of micro-setting, and then expounds the planning and methods of outdoor advertising in detail. The fifth chapter is the study of outdoor advertising in Guangzhou. This chapter expounds and analyzes the present situation of planning and management of outdoor advertisement setting in Guangzhou, including the management mode and planning status, and investigates the present situation of outdoor advertisement setting in various ways, and summarizes the various problems existing therein. The sixth chapter is the development countermeasure of outdoor advertisement in Guangzhou. Aiming at the problems summarized in the previous chapter, this chapter tries to put forward the corresponding development countermeasures and suggestions at the level of face. The seventh chapter is the design practice of the key area transformation. This chapter chooses the specific section to carry on the outdoor advertisement setting transformation design, hoped through the individual case way to be opposite, displays the outdoor advertisement setting detailed planning main content and the basic method, for consummates and supplements the existing plan a force, Play the role of a brick to attract jade.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;TU998.9

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