北京地铁广告媒介整合设计研究
发布时间：2018-08-18 17:27
【摘要】： 本文以“北京地铁广告媒介整合设计”作为研究主题,以地铁广告媒介作为研究对象,实地拍摄采集北京地铁内各种广告媒介信息及图片,结合北京市经济、人文、地理环境等城市特色,对地铁空间内平面广告及各种多媒体广告进行详尽分析,在结合典型广告案例的基础上研究北京地铁广告媒介的综合价值和未来发展方向,不仅为提升地铁空间广告文化底蕴做出理论指导,而且为地铁广告的投放企业提供基于整合观的地铁广告投放方案,以利于今后企业选择优化的地铁媒介组合方式,提高广告效果。本文旨在探索北京地铁广告媒介的价值,丰富和完善关于城市轨道广告媒介设计的研究理论,从受众立场出发,推动地铁广告向更具主动性阅读和更具文化内涵的方向发展,具有实用性和理论指导意义。 文章首先从国内外都市地铁广告媒介入手,放眼全球,将欧亚各国地铁媒介优势进行概览,继而对北京市地铁广告媒介环境特征进行分析,将地铁媒介研究与城市发展紧密结合,第三部分进一步结合“整合营销传播”理论对北京地铁广告的价值提出媒体资源、媒体编排方式、互动创新等方面的创新思路,最后,四五章分别从地铁平面广告媒介和多媒体媒介进行细致的分类研究,分析多个实地案例,使基于整合观的北京地铁整合研究更具说服力,论文彰显理性的同时充满人性设计意味。
[Abstract]:This paper takes "Beijing Metro Advertising Media Integration Design" as the research theme, takes the subway advertising media as the research object, takes the field shooting and collection of information and pictures of the various advertising media in the Beijing Metro, and combines the economy and humanity of Beijing. This paper makes a detailed analysis of the plane advertisements and various multimedia advertisements in subway space, and studies the comprehensive value and future development direction of Beijing subway advertising media on the basis of typical advertising cases. Not only to provide theoretical guidance for the promotion of subway space advertising culture, but also to provide the subway advertising project based on the integration view for the enterprises, so as to facilitate the enterprises to choose the optimized subway media combination mode in the future. Improve the advertising effect. The purpose of this paper is to explore the value of Beijing subway advertising media, enrich and perfect the research theory on the design of urban rail advertising media, and promote the subway advertising to develop towards more active reading and more cultural connotation from the perspective of the audience. It is of practical and theoretical significance. This paper begins with the domestic and foreign metro advertising media, looks around the world, gives an overview of the advantages of metro media in Eurasia countries, and then analyzes the environmental characteristics of metro advertising media in Beijing. The third part further combines the theory of "integrated marketing communication" to the value of Beijing subway advertising, and puts forward the innovative ideas of media resources, media arrangement, interactive innovation and so on. Chapter four and five respectively from the subway plane advertising media and multimedia media for detailed classification research, analysis of a number of field cases, so that the integration of Beijing subway integration based on the concept of more persuasive. The thesis shows rationality and is full of humanity design meaning at the same time.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
本文编号：2190167
[Abstract]:This paper takes "Beijing Metro Advertising Media Integration Design" as the research theme, takes the subway advertising media as the research object, takes the field shooting and collection of information and pictures of the various advertising media in the Beijing Metro, and combines the economy and humanity of Beijing. This paper makes a detailed analysis of the plane advertisements and various multimedia advertisements in subway space, and studies the comprehensive value and future development direction of Beijing subway advertising media on the basis of typical advertising cases. Not only to provide theoretical guidance for the promotion of subway space advertising culture, but also to provide the subway advertising project based on the integration view for the enterprises, so as to facilitate the enterprises to choose the optimized subway media combination mode in the future. Improve the advertising effect. The purpose of this paper is to explore the value of Beijing subway advertising media, enrich and perfect the research theory on the design of urban rail advertising media, and promote the subway advertising to develop towards more active reading and more cultural connotation from the perspective of the audience. It is of practical and theoretical significance. This paper begins with the domestic and foreign metro advertising media, looks around the world, gives an overview of the advantages of metro media in Eurasia countries, and then analyzes the environmental characteristics of metro advertising media in Beijing. The third part further combines the theory of "integrated marketing communication" to the value of Beijing subway advertising, and puts forward the innovative ideas of media resources, media arrangement, interactive innovation and so on. Chapter four and five respectively from the subway plane advertising media and multimedia media for detailed classification research, analysis of a number of field cases, so that the integration of Beijing subway integration based on the concept of more persuasive. The thesis shows rationality and is full of humanity design meaning at the same time.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
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，本文编号：2190167
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