城市景观意识引领下户外广告形象规划研究

发布时间：2018-05-11 23:14

本文选题：户外广告形象 + 信息传达　；参考：《浙江工商大学》2010年硕士论文

【摘要】： 户外广告因其特有的文化性、艺术性、技术性已成为城市景观的重要组成部分,并且是一种带目的性的城市艺术形式。在充斥着各种信息的时代里,户外广告犹如城市的皮肤,体现着城市的文化和价值取向。且其位置、色彩、表现形式等直接影响了市民的视觉环境及对于城市的印象。本文从户外广告的景观特性出发,以心理学、行为学、社会学为基础,研究人在环境中的行为心理和视知觉。通过对国内外大量户外广告的调查分析,发现了目前国内户外广告存在四大问题：视觉图像杂乱,色彩处理不当；户外广告牌随意设置,广告主和广告经营者都盲目追求广告的投放量,市场竞争处于无序状态,造成媒体资源的滥用；户外广告与城市环境不协调,打破了景观的秩序,有碍观瞻,影响城市形象；行业规范以及统一的对户外广告牌的价值评估体系仍未建立,缺乏数据指导。所以,必须对户外广告形象进行一个系统的规划,以求其更健康的发展。户外广告处于城市之中,是城市景观的组成部分。在规划其形象时,可以城市景观意识为指导,把户外广告和城市景观有机结合,改变户外广告一直以来重利轻益的形象,进一步提升城市形象,增加城市认同感。以人为本的意识,从人性的角度出发,使户外广告在创意、内容和设置上都能体现出一种对人性的关怀,拉近与受众之间的距离。户外广告的对象是人,人的视觉、人的行为、人的心理直接关系到户外广告的效应；场所意识,包括了地域文化分析、地形分析、气候分析、交通分析、人流分析等等。当整个景观规划完成时,场所意识又是衡量景观成败与否的关键,好的景观设计能让人产生一种特定的空间感,一种场所体验。本节从尺度、色彩和互动这三方面出发,唤起户外广告的场所感,使其从平面信息传达拓展到空间信息环境的营造；生态意识,主要是从材料环保和环境维护两方面入手改善户外广告的形象；整体意识是一种宏观的把握能力。户外广告向来不缺乏个性,丰富的画面、有趣的形式都是个性的体现,但就城市中的景观而言,必须用宏观的角度去看待这个问题。没有对整体性的把握,再美的形体或形式都只能是一些支离破碎的局部。在户外广告的形象规划中必须导入整体意识,使其各要素形成一个多元的有序的整体,以增加与城市之间的和谐统一。这四大景观意识在城市景观规划中的作用是十分明显的,而如今,将在这些景观意识导入到户外广告中,并用实例来证明其有效性,对户外广告的形象规划是十分有利的,这便是此次研究的创新点和价值所在。同时,户外广告在这些景观意识的指导下,能与景观元素相融合,把人、景观、城市和广告联系在一起,形成一个信息传达的空间环境,使信息能更加准确的传递给受众,改善户外广告的形象,从而更好地促进城市形象系统的建立。
[Abstract]:Outdoor advertising has become an important part of urban landscape because of its unique cultural, artistic and technical features, and it is also a form of urban art with a purpose. In the age of all kinds of information, outdoor advertisement is like the skin of the city and embodies the culture and value orientation of the city. And its location, color, form of expression directly affect the visual environment of citizens and the impression of the city. Based on the landscape characteristics of outdoor advertising, this paper studies the behavioral psychology and visual perception of human beings in the environment based on psychology, behavior and sociology. Through the investigation and analysis of a large number of outdoor advertisements at home and abroad, it is found that there are four major problems in domestic outdoor advertisements: the visual images are messy, the color is not handled properly, and the outdoor billboards are set up at will. Advertisers and advertising operators blindly pursue the amount of advertising, market competition is in a state of disorder, resulting in the abuse of media resources, outdoor advertising and urban environment is not in harmony, breaking the order of the landscape, hindering the sight, affecting the image of the city; Industry norms and a unified value evaluation system for outdoor billboards have yet to be established and lack of data guidance. Therefore, the outdoor advertising image must be a systematic planning, in order to its more healthy development. Outdoor advertising in the city, is a part of the urban landscape. In the planning of its image, it can be guided by the consciousness of urban landscape, combine outdoor advertisement with urban landscape organically, change the image of outdoor advertisement which has always been heavy profit and light benefit, further improve the city image and increase the identity of the city. The human-oriented consciousness, from the human nature angle, causes the outdoor advertisement in the creativity, the content and the setting can reflect one kind of concern to the humanity, draws the distance between the audience and the audience. The object of outdoor advertising is human, human vision, human behavior and human psychology directly related to the effect of outdoor advertising, place consciousness, including regional culture analysis, terrain analysis, climate analysis, traffic analysis, flow analysis and so on. When the whole landscape planning is completed, the sense of place is the key to evaluate the success or failure of the landscape. Good landscape design can give people a specific sense of space, a kind of place experience. This section starts from the three aspects of scale, color and interaction, evokes the sense of place of outdoor advertisement, and makes it expand from plane information communication to the construction of spatial information environment. It mainly improves the image of outdoor advertisement from the aspects of material environmental protection and environmental maintenance, and the whole consciousness is a kind of macroscopic grasp ability. Outdoor advertising is not lack of personality, rich picture, interesting form is the embodiment of personality, but as far as the landscape in the city, we must look at this problem from a macro perspective. Without a grasp of wholeness, no matter how beautiful the form or form is, it can only be a broken part. In order to increase the harmony and unity with the city, we must introduce the whole consciousness into the image planning of outdoor advertisement so as to form a pluralistic and orderly whole. The role of these four landscape awareness in urban landscape planning is very obvious, but now, it is very beneficial to the image planning of outdoor advertising to introduce these landscape consciousness into outdoor advertising and to prove its effectiveness with examples. This is the innovation and value of this study. At the same time, under the guidance of these landscape consciousness, the outdoor advertisement can merge with the landscape elements, connect people, landscape, city and advertisement together, form a spatial environment of information transmission, so that the information can be transmitted to the audience more accurately. Improve the image of outdoor advertising, so as to better promote the establishment of the city image system.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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