商业建筑立面广告位设计研究

发布时间：2018-06-20 18:23

本文选题：商业建筑 + 立面　；参考：《西安建筑科技大学》2012年硕士论文

【摘要】：现代消费社会促进了商业建筑的快速发展，同时也促进了广告业的繁荣。商业建筑和依托于商业建筑立面的广告位已是不可分割的整体。商业建筑立面需要广告的装点以展示内部功能、营造商业氛围。广告也可以以建筑本身为载体加强它在当今城市中的存在感，从而进入人们的生活。但广告位对建筑来说是把双刃剑，不当的设计手法和疏松的监管控制都会使其肆意扩张，形成一种视觉污染，从而对城市风貌和人的生活造成一定的负面影响。商业建筑立面广告位设计是一个复杂的系统。涉及到商业建筑的设计、商业地产的招商运营、城市风貌的控制、广告传媒的信息传递等等。因此在进行设计时，也应拓展研究主体的广度和深度。笔者在论文写作的过程中，除却最基本的文献阅读和理论积累，还先后对上海、北京、西安三地的多处商业建筑进行实地调研，并通过抽样分析，得到了大量一手资料；也曾在地产公司实习，加深了解商业地产的招商运营环节；对于不熟悉的广告传媒行业，则通过对专家的采访来补充相关知识要点。随着课题研究的深入，逐步掌握影响商业建筑立面广告位设计的各种相关因素，，从而探求建筑立面广告位设计的各项原则，并将理论落实到实际中去，确认适宜的建筑立面广告位设计方法。不同周边环境、不同商业定位、不同功能性质、不同立面风格的商业建筑其广告位布置手法及设计要点是各不相同的。笔者通过对国内外大量商业建筑实例的分析，阐述了广告位设计时的控制要素和指标，并总结设计思路，罗列出常见的广告位设计手法和选用不同类型广告位所要注意的设计要点，旨在为今后的商业建筑立面设计奠定更扎实的基础和打开更广阔的思路。最后结合笔者在研究生实习阶段所参与的西安大兴“龙湖MOCO精品家居馆”的商业建筑项目，具体论述和验证了商业建筑立面广告位的一般设计原则、控制重点、设计思路及手法。现实性的将不同类型的广告位有秩序有逻辑的应用在实际项目中，使前期所研究和总结的理论有了现实依据和具体落实。为今后的商业建筑立面广告位设计提供了详实的基础资料，因而是具有现实意义的。
[Abstract]:Modern consumer society promotes the rapid development of commercial buildings and the prosperity of advertising industry. The commercial building and the advertisement position which relies on the commercial building facade already is the indivisible whole. The commercial building facade needs the advertisement decoration to display the internal function, creates the commercial atmosphere. Advertising can also use architecture itself as a carrier to strengthen its sense of existence in today's cities, thus entering people's lives. However, advertising is a double-edged sword for architecture. Improper design techniques and loose supervision and control will make it expand wantonly and form a kind of visual pollution, which will have a certain negative impact on urban style and human life. Commercial building facade advertising design is a complex system. It involves the design of commercial buildings, the operation of commercial real estate, the control of urban features, the information transmission of advertising media and so on. Therefore, in the design, we should also expand the scope and depth of the main body of research. In the process of writing, in addition to the most basic literature reading and theoretical accumulation, the author also carried out a field investigation on many commercial buildings in Shanghai, Beijing and Xi'an, and obtained a large number of primary materials through sampling analysis. He has also interned in real estate companies to deepen his understanding of the commercial real estate investment and operation links; for the unfamiliar advertising media industry, through interviews with experts to supplement the relevant knowledge points. With the in-depth study of the subject, we have gradually grasped the various relevant factors that affect the design of the commercial facade advertising position, thus exploring the various principles of the design of the commercial facade advertising position, and putting the theory into practice. Confirm the appropriate design method of the building facade advertising position. Different surrounding environment, different commercial positioning, different functional nature, different facade style, its advertisement position layout technique and design essentials are different. Based on the analysis of a large number of commercial buildings at home and abroad, the author expounds the control factors and indicators of advertising design, and summarizes the design ideas. In order to lay a solid foundation for the facade design of commercial buildings in the future and to open up a broader train of thought, this paper lists the common design methods of advertising positions and the design points that should be paid attention to in selecting different types of advertising positions. Finally, combining with the commercial building project of "MOCO Fine House Hall of Dragon Lake" in Xi'an Daxing in the stage of graduate student practice, the author discusses and verifies the general design principle and control emphasis of the commercial building facade advertising space. Design ideas and techniques. The practical application of different kinds of advertisement positions in practical projects makes the theories studied and summarized in the earlier period have realistic basis and concrete implementation. It provides detailed basic information for the future commercial building facade advertising design, so it is of practical significance.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J22

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