立体广告与环境相互作用的分析

发布时间：2018-06-01 22:34

本文选题：立体广告 + 环境影响　；参考：《陕西科技大学》2013年硕士论文

【摘要】：本文主要讲述在当今社会的飞速发展的情况下，在环境的影响下立体广告的放置以及设计师是如何进行创意思维等问题展开研究。如何处理广告与环境的关系是至关重要的，它不但与城市的政治经济文明建设密切相关，同时还制约着城市的建筑、交通以及整个城市的市容市貌。在上世纪出现的广告就是因为对环境的不了解，曾一度给城市的文明建设带来很大的难题。当今社会，，伴随着城市建设的飞速发展，人们物质生活水平的提高致使大众在不断的追求精神层面的突破。正是因为这种需要，从而导致了之前那些涉及粗糙制作简单的广告作品得到了有效的控制，并且当下的设计师所设计的作品都朝着高质量的方向转变，打破了原来的传统模式，由原来的低水平高产量的模式转变为更具文化内涵以及传播效果的设计方式，这一转变最主要体现在设计师新颖的创意以及对于受众的深入了解上。随着科学技术的发展，传播媒介的形式也在不断的更新，广告由之前的平面的广告发展到现如今的多维广告，从而更好的与环境相适应，达到较强的视觉冲击力。广告与城市环境相融合，在大的环境下，广告是其密不可分的一部分，它充斥着城市的每一个角落，因此，两者的关系并不仅仅是相互融合，在融合的基础上我们还要考虑到广告与环境以及受众这三者之间的关系。一个好的广告作品就是要认真探究广告本身与环境以及受众这三者的关系，只有这样才能使广告本身更具传播效果同时城市的建设也会得到明显的提高。论文主要针对济南市的立体广告进行实际的调研取证，采用多种手法比如，对不同类型、不同地区的广告进行分类比较，通过统计等方法进行更深层次的剖析，同时通过对国内外优秀大师广告作品的研究，得出具体的方案，论文着重从两点进行论述。第一，在环境影响下设计师怎样结合环境要素进行创新的设计。其中包括新颖的创意以及设计的创新，重点在于深入的剖析当今广告媒介的创意的思维及在高技术水平的影响下广告的多维发展趋向，从而更全面的了解广告是怎样实现的多维发展，这种发展趋势不仅使广告本身更能适应社会的发展还促使广告本身走上了一条绿色的发展的道路。第二，通过不同的探索研究得出设计符号的构建，这样可以使仅有的信息编织成强有力的传播符号，达到更好的传播效果，同时也降低了某些广告的抽象化从而使更多的受众接受并且看懂，这样一来一方面能更有效的实现信息的传播一方面也使信息的价值得到更好的提高，得出语言符号的构建在广告设计中的重要作用；还有论文从广告产生的不同效果进行阐述并且对每一种影响因子都进行强而有力的分析与筛选，促使文章的前后呼应，意在把设计手法与环境因素有力的结合起来从而寻找不同的切合点，通过改变受众来实现广告的高效传播，同时针对立体广告的特性，结合不同的环境因素从而体现本次研究的利弊，为以后的广告在城市中运用提供一些借鉴。
[Abstract]:This paper is mainly about the research on the placement of three-dimensional advertising and how the designer is creative thinking under the circumstances of the rapid development of the society. How to deal with the relationship between advertising and the environment is very important. It is not only closely related to the construction of the political and economic civilization of the city, but also restricts the development of the city's political and economic civilization. The city's architecture, traffic and the city's appearance. In the last century, the advertisement was because of the lack of understanding of the environment. It once brought a big problem to the civilization construction of the city. Today, with the rapid development of urban construction, the improvement of the people's material living standard has led the public to pursue the spiritual level. It is because of this need, which has led to the effective control of the previously rough and simple advertising works, and the work designed by the current designer has changed in the high quality direction, breaking the traditional pattern, transforming the original low level and high output model into a more cultural connotation. With the development of the science and technology, the form of the media is constantly updated, and the advertising has developed from the previous plane advertising to the present multidimensional advertising, so as to better adapt to the environment. Achieve strong visual impact.
Advertising is integrated with the urban environment. In a large environment, advertising is an inseparable part of the city. It is full of every corner of the city. Therefore, the relationship between the two is not only a fusion. On the basis of integration, we have to take into account the relationship between the advertising and the environment and the audience of the three. A good advertising work is We should conscientiously explore the relationship between the three of the advertising itself and the environment and the audience. Only in this way can the advertising itself be more effective and the construction of the city will be greatly improved.
According to the actual research and collection of the three-dimensional advertising in Ji'nan, the paper uses a variety of techniques, such as the classification and comparison of different types and different areas, through the statistics and other methods to make a deeper analysis. At the same time, through the research on the outstanding masters of the masters at home and abroad, the concrete plan is obtained. The thesis focuses on the two. The first is how designers combine environmental factors with environmental factors to make innovative designs, including innovative ideas and design innovations. The emphasis is on the in-depth analysis of the creative thinking of today's advertising media and the multidimensional trend of advertising under the influence of high technology, thus more comprehensive understanding of advertising. How to achieve the multi-dimensional development, this development trend not only makes the advertising itself more suitable for the development of the society, but also promotes the advertising itself on a green development road. Second, the construction of the design symbols is obtained through different exploration and research, so that the only information can be woven into a strong communication symbol to achieve better results. At the same time, it also reduces the abstraction of some advertisements so that more audience can accept and understand. In this way, the dissemination of information is more effective and the value of information is improved better, and the important role of the construction of language symbols in advertising design is obtained; and the paper is produced from advertising. The different effects are expounded and the strong and powerful analysis and screening of each influence factor have been carried out to encourage the articles to be echoed before and after. It is intended to combine the design techniques with the environmental factors to find different junctions, and to realize the efficient dissemination of advertising by changing the audience. At the same time, the characteristics of the stereoscopic advertisements are made. Different environmental factors can reflect the advantages and disadvantages of this study, and provide some reference for future advertising in urban areas.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

【参考文献】