现代户外广告环境媒体运用下的“非常态”设计研究

发布时间：2018-05-11 08:43

本文选题：现代户外广告 + 环境媒体　；参考：《青岛理工大学》2013年硕士论文

【摘要】：环境媒体运用下的现代户外广告在国外迅猛发展，，并潜移默化的影响着国内户外广告的创作方法和表现形式。笔者对现代户外广告环境媒体运用下的“非常态”设计的提出和对其进行讨论，源于广告设计与传播客观规律需要的前提之下。现代户外广告的提出是相对于传统意义上的户外广告，它的“非常态”设计，并不是对传统户外广告“常态”设计方法的合理性及可操作性的反驳和质疑，而是希望以“常态”设计方法为基础，探讨其它设计方法的并存性。另外，传统户外广告在创意与应用发布上更多的依托产品诉求，并没有很好的发挥以环境媒体为依托的表现形式。鉴于以上内容，笔者主要采用文献查阅、作品分析、形式比较、跨学科研究等方法，对现代户外广告在创意过程中“常态”与“非常态”思维的比较、分析，总结“非常态”创意法在现代户外广告设计中的创意运用过程及具体作品的呈现形式、特点。本课题研究的另一创新点在于使用“非常态”设计法进行现代户外广告创意表现是以环境媒体为依托展开的。现代户外广告有别于传统户外广告的重要特点之一就是环境媒体的发掘与利用，论文中就现代户外广告空间式环境媒体、动态环境媒体及互动式环境媒体的非常态设计进行具体设计方法的研究。探讨了现代户外广告的“非常态”设计与传统户外广告设计之间的依存和转化关系及其存在的必要性与合理性，为现代户外广告设计意识与方法的突破提供理论和实际应用价值。
[Abstract]:The modern outdoor advertising under the use of environmental media has developed rapidly in foreign countries and has a subtle influence on the creative methods and forms of outdoor advertising in China. The author puts forward and discusses the "abnormal" design under the application of modern outdoor advertising environment media, which originates from the premise of the objective law of advertising design and dissemination. Compared with the traditional outdoor advertisement, the modern outdoor advertisement is put forward. Its "abnormal" design is not a refutation and challenge to the rationality and maneuverability of the "normal" design method of the traditional outdoor advertisement. Instead, the author hopes to discuss the coexistence of other design methods on the basis of "normal" design method. In addition, traditional outdoor advertising in the creative and application release more rely on product demands, and do not play a good role in environmental media based on the form of expression. In view of the above contents, the author mainly adopts the methods of literature reference, work analysis, form comparison, interdisciplinary research and so on, to analyze the comparison between "normal" and "abnormal" thinking in the creative process of modern outdoor advertising. This paper summarizes the creative application process of "abnormal" creative method in modern outdoor advertising design and the presentation form and characteristics of concrete works. Another innovation of this research is that the creative expression of modern outdoor advertising is based on environmental media. One of the important characteristics of modern outdoor advertising is the discovery and utilization of environmental media. The design methods of dynamic environmental media and interactive environmental media are studied. This paper probes into the dependence and transformation between the "abnormal" design of modern outdoor advertising and the traditional outdoor advertising design, and the necessity and rationality of its existence. It provides theoretical and practical application value for the breakthrough of modern outdoor advertising design consciousness and method.
【学位授予单位】：青岛理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

【参考文献】