未来城市广告发展趋势和设计美学研究

发布时间：2018-10-29 21:05

【摘要】： 我们身处在一个广告无处不在，无时不有的时空里，感受着广告文明带给我们的冲击与震撼。广告甚至会利用人在卫生间中短短几分钟时间的专注，炮制出各式特色的厕所广告。全球经济的一体化带动了文明的趋同，城市广告是国际化的现代社会的一种文化现象，即广告文化、广告文明。广告是知识、技术、人才密集型的高新技术产业，是市场经济的先导产业，一个国家广告发展水平，体现了其市场繁荣的程度，，从而反映出其科技、综合经济实力和社会文化素质。本文对广告的历史发展，做了简单扼要的回顾。最早的广告是口头广告1980年青海出土的距今6千年的陶制喇叭。世界上现存最早的印刷广告物是北宋济南刘家针铺广告铜板，内容包含有招牌、商标和告白，是一幅图文并茂的印刷广告，现收藏在上海博物馆。古代的广告形式除口头广告和实物广告外，还有招牌广告、中国独特的楹联广告、灯笼广告、旗帜广告、印刷广告、音响广告等。其特点是形式古朴，内容单一，很少或无需成本。技术不高规模较小，影响微弱，职能简单。生产、销售、广告三位一体。 1841年在费城成立了世界上最早的广告公司，它们通过向客户收取服务费的方式，在报纸上承包版位，卖给客户，这个办法后来推广到杂志。这是代理制的起源。 20世纪初，是中国广告业逐渐发达时期，上海被誉为“广告之都”，广告形式多样，报纸成为主要广告媒体。1925北京上海报纸广告版占50％以上。电子传播开始兴起。当时曾非常风行百货公司的橱窗广告。还有路牌广告、霓虹灯广告、交通广告、电影广告、空中广告、汽球广告、邮递广告、幻灯广告、电台广告等。1926年，第一家提供完整服务的华商广告公司创立。特点是广告机构多，媒介种类多，有简单的策划，效果显著，艺术水平较高，出现了法制管理。“文革”广告活动几乎停顿。“红海洋”的政治广告。目前，社会经济持续稳定的发展。城乡市场繁荣兴旺，商业活动异常活跃，我国传播媒介发展也极为迅速，已经发展成为种类齐全、辐射面宽、覆盖率高的传播媒介体系。广告心理学就是研究怎样将这些原理用于广告，使广告符合消费者的心理，能够被大众所接受，充分发挥出广告的功能。要在市场营销中充分的了解和调动消费者的心理需求和心理过程。还要通过广告的心理战术，如选择合适的媒体；刺激购买的欲望；利用视觉和心理暗示；独特卖点广告来达到预期的效果。广告主要是一种商业行为（除公益广告之外），它的功能是传达商品信息，目的是促进销售。所以广告是与市场、消费者。产品和媒体密切相关的。本文为未来城市广告活动的发展做了展望，主要有几个发展方向：广告是城市形象系统建立与推广的主要力量；网络广告必将成为未来广告的主要媒体形式；城市广告发展必须建立在行业规范的基础之上；面向未来，实施可持续发展战略才是一长远之计。广告是现代和未来城市不可缺少的，是构筑整个庞大的城市形象系统的重要组成部分。无论是城市形象系统还是城市广告研究，都是一种视觉的传达，都必须从人的生理及心理因素出发，从人对外部世界的认知开始。对城市形象系统的深层探索要从人的感知的角度，去研究我们所生活其中的城市。城市形象系统在视觉传达中，依靠多种主导性的视觉要素（线条、形态、色彩、空间、时间、质感等）和视觉的心理因素。才能完整地系统地表达完善。要从视觉认知的基础元素出发，分析．构成城市印象的各种要素，以良好的视觉传达方式，完成视觉的理解性。并能自觉地运用这种理解，思索，去实现每一个特定城市形象的审美创造。＿广告设计是一种有目的性的审美创造活动，是有其价值的。广告作品的价值构成广告作品具有知识、道德和审美三重价值，是真、善、美的统一。形式美是美的一种表达，它有着特定的规律和法则。如：点、线、面结合；变化与统一、对比与和谐、对称与均衡、节奏与韵律、比例与尺度、整齐与协调等。文章的最后，提出了数字时代的设计理念，互联网的迅猛发展，计算机技术的日新月异，使得人类进入了一个信息爆炸的新时代。对人类的社会、经济、文化的每一个方面产生了深远的影响。计算机的应用极大地改变了以往技术手段，新的计算机高新技术开拓了越来越多的崭新领域，先进的技术必须与完善的思维相结合， ‘才能使技术人性化，真正服务于人类。同时关注了绿色设计，倡导人性化设计的思。路，提出以人为本的人性化设计，是未来的发展趋势。设计人性化是设计中“人性” 与“物化”的统一。进入20世纪90年代，绿色设计的概念应运而生，成为当今设计发展的重要趋势之一。绿色设计不仅成了城市塑造完美形象的一种公关策略，也迎合了消费者日益增强的环保意识。进入ZI
[Abstract]:We are in a place where an advertisement is everywhere, there is no time and space, we feel the impact and shock that the advertisement civilization brings us. Advertising may even take advantage of people's focus in a few minutes in the bathroom, processing a variety of distinctive toilet ads. The integration of the global economy drives the convergence of civilization, and the city advertisement is a cultural phenomenon of the international modern society, namely advertising culture and advertisement civilization. Advertising is a high-tech industry with knowledge, technology and talent-intensive. It is the leading industry of market economy. The level of national advertisement development reflects the degree of its market prosperity, thus reflecting its science and technology, comprehensive economic strength and social cultural quality. In this paper, the historical development of advertisement, A brief review was made. The earliest advertisement was the distance from Qinghai unearthed in Qinghai in 1980. The earliest printed advertisement in the world is the advertisement copper plate of Jinan Liujia Needle in Northern Song Dynasty. The contents include signboard, trademark and confession. It is a printed advertisement with pictures and texts. It is now collected in Shanghai Museum. In ancient advertising forms, except for verbal and in-kind advertisements, there are signboard advertisements, China's unique advertising, lantern advertisement, banner ad, printing Brush advertisement, audio advertisement, etc. Its characteristic is simple and simple, content sheet one, little or no cost is not required. technology is not high in size, The effect is weak, the function is simple, the production, Sales, advertising trinity. In 1841, the world's earliest advertising company was set up in Philadelphia, which is contracted in newspapers by charging customers a service fee Release bit, sell it to the customer, that's it The method was later extended to the magazine. This is the origin of agency system. At the beginning of the 20th century, China's advertising industry was developed in a gradually developed period, and Shanghai was praised as" all "of" advertising. "Paper becomes the main advertising media. 1925 Beijing Shanghai Newspaper Advertising Edition accounting for 50 More than%. The electronic spread began to rise. There was a very popular shop window ad. There were street ads, neon ads, traffic ads, movie ads, air ads, balloon ads, post ads, slide ads, electricity, Advertising, etc. In 1926, the first Chinese company to provide full service was founded. It is characterized by many advertising agencies and media. There are many kinds, and there are Simple planning, effect display. ..art water. high level, appearance Legal management. Advertising activities of" Cultural Revolution "There is a pause. The political advertisement of" Red Sea ". At present, the social economy continues to be stable and stable. The urban and rural markets are flourishing, the commercial activities are abnormal, and the development of the media in our country is also very Xun Speed has developed into a media system with complete variety, wide radiation surface and high coverage. Advertising psychology is the study of how to Some principles are used for advertising and advertising is in line with the consumer's Psychology, can be accepted by the masses, Give full play to the function of advertising. Be well informed in marketing. Mobilizing consumer's psychological needs A psychological process, such as the selection of appropriate media; stimulus purchases. buy A desire to use visual and psychological cues.; a unique selling point advertisement to reach the pre-The effect of the period. The advertisement is mainly a kind of advertisement (besides the public welfare advertisement).), its function is to convey the commodity information, the purpose is to promote the sale. So wide sue It is closely related to the market, consumer, product and media. This article is the future city advertising Development has been looking forward, mainly with several directions of development: advertisement is the city image System establishment The main force of promotion; the network advertisement will become the main media form of the future advertisement; the city The development of city advertisement must be established on the basis of industry norm above; future-oriented, implementation may The strategy for sustainable development is a long-term measure. advertising It is indispensable to modern and future cities. It is an important group to construct the whole large city image system. become part. Whether the urban image system also It's a city advertisement research. It's a visual communication. All must start from human physiological and psychological factors, from outside to outside Recognition of the World Know the beginning. The deep exploration of the urban image system asks for the people visionless The perceived angle to study the city in which we live. The city image system in visual communication In a variety of dominant visual elements (lines, shapes, colors,, space, time,, texture, etc.) and vision Psychological factors of perception can be fully and systematically expressed. We should start and analyze from the basic elements of visual cognition. All kinds of factors that make up the city impression, in good visual communication way, complete the visual understanding. And can By using this understanding and thinking consciously, To achieve every particular city image. Aesthetic Creation. _ Advertising design is a purpose-oriented aesthetic creation activity. It has its value. The value of advertising works is designed to have knowledge and morality in advertising works. and aesthetic triple value, is true, good, beautiful unification. Beauty is a form of beauty Dada It has specific laws and laws, such as: point, line, plane combination; change Nationalization and unification, comparison and Harmony, right Balance, rhythm and rhythm, proportion and scale, orderliness and coordination, etc. The end of the article The design concept of the digital era and the rapid development and calculation of the Internet have been put forward. The New Year of the Machine Technology The moon is different, so that
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2003
【分类号】：J524

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