城市公交巴士广告设计应用研究

发布时间：2018-05-30 01:44

本文选题：城市公交 + 巴士广告　；参考：《郑州大学》2012年硕士论文

【摘要】：城市公交巴士作为一个现代的交通类广告载体,兼有普通户外交通媒体与室内POP、灯箱媒体的传播特性,其优势是非常明显的。但随着城市的日益发展,这种广告形式面临着新的变革和挑战。如何在经济快速发展的当今规范公交巴士广告的内容与设计,使其成为城市建设的有力帮手,并且更好的与城市形态相结合,成为了保障公交巴士广告这一媒体持续健康发展的关键。本文以城市公交巴士广告作为研究对象,对不同经济发展水平、各异城市形态下的公交广告现状进行调研,通过分析城市公交巴士广告的应用现状,总结出未来公交巴士广告应该延续的设计规律以及发展方向,从而完成对其的前瞻性研究。论文由四部分组成,第一部分是研究背景与文献综述,通过对比分析国内外城市公交巴士广告的研究现状,提出本课题的研究对象以及创新点。第二部分是理论构建,通过对比分析公交巴士广告与其他广告媒体的优势和不足,为后面的应用研究提供理论和实践指导。第三部分是城市公交巴士广告的设计应用现状分析,通过调查不同经济发展水平、各异城市形态下的公交广告应用现状,提出公交巴士广告车身广告、候车亭广告以及车载DM杂志这三大组成部分的现存问题以及改良建议,并以郑州市公交巴士广告为例进行分析研究,将前期研究成果应用于郑州公交巴士广告进行具体设计实践,从而加强其可行性。第四部分总结出公交巴士广告未来应该延续的设计规律和发展趋势,分析城市公交巴士广告未来的应用6前景。本研究在最后结尾部分对城市公交巴士广告进行了大胆的推测：未来的公交巴士广告在法律法规上需要更为严格的要求和限制；在传播方式上由单向传播主导转变为双向互动传播主导；在表现手法上更为电子化和数字化,在社会功能上更注重信息服务与检索；在广‘告载体上更注重车内媒体的开发,并且将会通过公共交通设施的统一规划来体现城市形象。
[Abstract]:As a modern traffic advertisement carrier, city bus has the characteristics of ordinary outdoor traffic media and indoor POP, light box media, and its advantages are very obvious. However, with the increasing development of cities, this form of advertising is facing new changes and challenges. How to standardize the content and design of bus advertisement in the rapid economic development of today, make it become a powerful helper of urban construction, and better combine with urban form, It has become the key to the sustained and healthy development of public transport bus advertisement. This article takes the city bus advertisement as the research object, carries on the investigation to the different economic development level, under the different city shape public transport advertisement present situation, through the analysis city public transport bus advertisement application present situation, The future bus advertisement should continue to design the law and the direction of development, so as to complete the prospective study. The thesis consists of four parts. The first part is the research background and literature review. Through the comparative analysis of the domestic and foreign urban bus advertising research status, this paper puts forward the research object and innovation points. The second part is the theoretical construction, through comparative analysis of bus advertising and other advertising media advantages and disadvantages, to provide theoretical and practical guidance for the application of the research. The third part is the analysis of the current situation of the design and application of urban bus advertising, through the investigation of different levels of economic development, different urban forms of public transport advertising application status, put forward the bus advertising body advertising. The existing problems and suggestions for improvement of the three major components of the waiting booth advertisement and the on-board DM magazine, and taking Zhengzhou bus advertisement as an example, are analyzed and studied. The preliminary research results are applied to the design practice of Zhengzhou bus advertisement, so as to strengthen its feasibility. The fourth part summarizes the design law and development trend of the bus advertisement in the future, and analyzes the future application prospect of the bus advertisement in the city. In the last part of this study, the author makes a bold speculation on the city bus advertisement: the future bus advertisement needs more strict requirements and restrictions in the laws and regulations; In the way of communication, it has changed from a one-way communication leading to a two-way interactive communication leading; more electronic and digital in performance, more emphasis on information service and retrieval in social functions; and more emphasis on the development of in-vehicle media on the broad complaint carrier. And will be through the public transport facilities unified planning to reflect the image of the city.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

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