商业综合体建筑与视觉广告的有机融合研究

发布时间：2018-10-17 12:30

【摘要】：伴随着中国城市化进程与消费产业的发展，我国大中城市的商业综合体建筑如雨后春笋般的大量涌现。不同形式不同类型的视觉广告自然而然的出现在了商业综合体建筑的外部及内部空间，以最直接的方式冲击着消费者的视野。出现在建筑内外的视觉广告肆意扩张，甚至已经造成了一定程度的视觉污染。因此，对商业综合体建筑与视觉广告之间的有机融合进行研究就很有必要和意义。本论文以商业综合体建筑与视觉广告的有机融合为研究内容，在研究的过程中亲身走访实地调研，采用分析对比的方法对发放的问卷调查得到的数据整理归纳，对研究主体的各个层面细致划分，充分运用相关学科的理论知识进行了整体系统的初步研究。首先对商业综合体建筑与视觉广告进行了简单的概述，并阐述了商业综合体建筑与视觉广告存在的问题及原因，接着对不同年龄段及不同收入层次的消费者就商业综合体建筑及其内外的视觉广告组织问卷调查，分析调查数据。然后从多个角度对西安民乐园万达广场及北京三里屯金银街进行了认真、详细的分析，并主要从商业综合体建筑所处的地域环境、地理位置、立面构成、色彩构成及视线分析这几个方面总结和归纳出了商业综合体建筑与视觉广告在信息层面、形式层面、技术层面上得以有机融合的设计原则。总结出了商业综合体建筑外部空间和内部空间与视觉广告有机融合的设计方法，，最后结合实例介绍了实现上述设计方法的技术措施。商业综合体建筑与视觉广告的有机融合研究是一个值得深入的课题。本文的研究价值在于对商业综合体建筑与视觉广告有机融合的原则及设计方法进行了初步的研究，有利于城市规划者和建筑设计师在对项目规划定位和设计过程中有的放矢、有例可循、有规可依，因而是具有现实意义的。
[Abstract]:With the development of China's urbanization and consumer industry, the commercial complex buildings in large and medium-sized cities have sprung up in large numbers. Different forms and different types of visual advertising appear naturally in the external and internal space of the commercial complex building, and impact the consumer's vision in the most direct way. Visual advertising, which appears inside and outside the building, has even caused a certain degree of visual pollution. Therefore, it is necessary and meaningful to study the organic fusion between commercial complex architecture and visual advertising. This thesis takes the organic integration of commercial complex architecture and visual advertising as the research content, and in the process of the research, visits the field investigation personally, and uses the method of analysis and contrast to sort and summarize the data obtained from the questionnaire survey. The main body of the study is divided into different levels, and the theoretical knowledge of the relevant disciplines is used to make a preliminary study of the whole system. First of all, the paper gives a brief overview of the commercial complex architecture and visual advertising, and expounds the problems and causes of the commercial complex architecture and visual advertising. Then the survey is conducted on the commercial complex building and the visual advertising inside and outside of the commercial complex by consumers of different age groups and different income levels, and the survey data are analyzed. Then, the Wanda Square of Xi'an Minyue Garden and the Jinyin Street of Sanlitun, Beijing, were carefully analyzed from many angles, and mainly from the regional environment, geographical location, and facade composition of the commercial complex buildings. This paper summarizes and summarizes the design principles of the combination of commercial complex architecture and visual advertising in information, form and technology. This paper summarizes the design method of the combination of exterior space and interior space of commercial complex building and visual advertisement, and finally introduces the technical measures to realize the above design method with an example. The research on the organic integration of commercial complex architecture and visual advertising is a subject worthy of further study. The research value of this paper lies in the preliminary research on the principles and design methods of the organic integration of commercial complex architecture and visual advertising, which is beneficial to urban planners and architects in the process of project planning positioning and design. There are examples to follow and rules to follow, 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】：J524.3

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