城市户外广告设计与城市环境

发布时间：2018-08-01 18:59

【摘要】：我国当前经济飞速发展,人口增加,城市化进程加剧给我们的城市带来了诸多压力。飞速发展的经济刺激了商业的日渐繁荣,扩大了户外广告的需求。作为一个集文化现象、商业手段、先进技术应用于一身的重要载体,户外广告给我们的城市带来了新的风气,同时也给城市带来了一系列的问题。本文对城市户外广告的现状进行仔细分析,并从规范化、多元化、可持续设计三个方面阐述了城市户外广告设置的原则和改善意见,并通过对案例的分析论证研究的成果。城市户外广告发展到今天,对促进经济发展、提升城市品位有着积极的意义,好的城市户外广告对我们的城市是一幅幅各具特色的宣传画,是城市的名片。但城市户外广告如果设置不合理,设计水平低下则会起到明显的负面作用。所以我们对城市户外广告的设置必须有合理的规划,并通过一定的规范来控制户外广告的设计。城市户外广告是城市信息系统的一部分,本文研究了城市公共信息系统的设置规范与规律,并整理出它与城市户外广告设计的城市功能的内在联系;结合目前国家相关法律法规,从中归纳了规范目前户外广告设置和设计的几条要点。户外广告有着悠久的历史,发展到今天,涉及的范围已越来越宽泛。文章通过其与建筑的关系研究、制作材料和制作工艺的运用研究、传播途径的多样化研究、及其与城市的各种文化特征的融合研究,阐述了城市户外广告多元化发展之路。鉴于城市化进程的不断加快,以及户外广告的可持续性,本文从控制污染源、控制户外广告有效面积与尺度、环保材料的利用、户外广告的先进制造技术等四个方面进行了阐述。最后,论文还运用上述理论分别对镇江市户外广告设置实例和长沙市户外广告设置规划进行了分析。
[Abstract]:The rapid development of economy, the increase of population and the aggravation of urbanization have brought a lot of pressure to our city. The booming economy has stimulated the prosperity of commerce and expanded the demand for outdoor advertising. As an important carrier of cultural phenomenon, commercial means and advanced technology application, outdoor advertising has brought a new atmosphere to our city, at the same time, it has also brought a series of problems to the city. This paper makes a careful analysis of the present situation of urban outdoor advertising, and expounds the principles and suggestions for improvement of urban outdoor advertising from three aspects of standardization, diversification and sustainable design, and through the analysis and demonstration of the results of the case study. The development of urban outdoor advertising to today, to promote economic development, improve the city grade has a positive significance, good urban outdoor advertising to our city is one after another with their own characteristics of posters, is a city business card. However, if the urban outdoor advertising is not reasonable, the low level of design will play a significant negative role. Therefore, we must have reasonable planning for the setting of urban outdoor advertising, and control the design of outdoor advertising through certain norms. Urban outdoor advertising is a part of urban information system. This paper studies the norms and rules of urban public information system, and arranges the internal relationship between it and the urban function of urban outdoor advertising design. Combined with the relevant national laws and regulations, this paper sums up several key points of regulating outdoor advertisement setting and design at present. Outdoor advertising has a long history, the development of today, the scope has been more and more broad. Through the study of its relationship with architecture, the application of production materials and production techniques, the diversification of communication channels, and the fusion of various cultural characteristics with the city, the paper expounds the road of diversified development of urban outdoor advertising. In view of the accelerating process of urbanization and the sustainability of outdoor advertising, this paper focuses on the control of pollution sources, the control of the effective area and scale of outdoor advertising, and the use of environmental protection materials. The advanced manufacturing technology of outdoor advertisement is expounded in four aspects. At last, the paper analyzes the example of setting up outdoor advertisement in Zhenjiang city and the plan of setting up outdoor advertisement in Changsha city by using the above theory.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

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