论户外广告与城市建设的协调性发展

发布时间：2018-05-30 06:48

本文选题：户外广告 + 城市发展　；参考：《南京艺术学院》2011年硕士论文

【摘要】：户外广告是城市发展中的一种重要现象。随着社会各项事业的发展,现代城市中的户外广告是城市中一道靓丽的风景线,在城市中承担着传递信息、展示城市风貌的作用,是城市经济、文化繁荣与发展程度的风向标,是城市文化和城市景观中不可或缺的环境元素。社会对城市形象建设的重视程度日益提高,户外广告在现代城市视觉环境中,已成为人们生活环境的重要组成部分,对户外广告的规设、设置、管理和设计都提出了更高的要求,环境与人的和谐互动成为和谐户外广告的目标。画面精美、造型奇特、创意新颖、制作优良的户外广告会使人们驻足欣赏,有效的传达了广告的信息,而粗劣媚俗、杂乱无章的户外广告成为城市环境中的视觉垃圾,让人们无心观看甚至影响了城市的市容风貌。在和谐发展、文化强国的新时期,如何提高户外广告的质量,如何凸显其传承与提振的功能,如何与现代城市建设更好的融合,如何使政府认可、公众满意、广告从业者和广告主得利,均已成为城市建设和户外广告发展的重要研究课题。国内目前关于户外广告的研究不是很多,户外广告在管理体制和设计上都存在许多问题,造成户外与城市发展不协调的现象,给我们的城市和生活带来诸多负面影响,造成了户外广告不能健康发展,影响广告信息的有效传播和城市的建设。因此,户外广告与城市协调发展的研究具有十分重要的意义。
[Abstract]:Outdoor advertising is an important phenomenon in urban development. With the development of various social undertakings, outdoor advertising in modern cities is a beautiful landscape in the city. It plays a role in transmitting information and displaying the style of the city. It is also the weather vane of the economic and cultural prosperity and development of the city. It is an indispensable environmental element in urban culture and landscape. The society pays more and more attention to the construction of city image. In modern city visual environment, outdoor advertisement has become an important part of people's living environment. Management and design have put forward higher requirements, the harmonious interaction between environment and people has become the goal of harmonious outdoor advertising. Beautiful screen, unique shape, novel creativity, making excellent outdoor advertising will make people stop to appreciate, effectively convey the message of advertising, and vulgar, messy outdoor advertising become the visual garbage in the urban environment. People do not want to watch and even affect the city's appearance. In the new period of harmonious development and cultural power, how to improve the quality of outdoor advertising, how to highlight its function of inheritance and boost, how to better integrate with modern urban construction, how to make the government approve, how to make the public satisfied, Advertising practitioners and advertisers have become an important research topic of urban construction and outdoor advertising development. There are a lot of problems in the management system and design of outdoor advertising, which result in the phenomenon that outdoor and urban development are not in harmony, and bring many negative effects to our city and life. As a result, outdoor advertising can not develop healthily, which affects the effective dissemination of advertising information and the construction of cities. Therefore, the study of outdoor advertising and urban coordinated development is of great significance.
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

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