论城市户外广告艺术的现状与发展
发布时间：2018-12-18 16:50
【摘要】：城市户外广告是广告的一种形式,改革开放以来,我国的城市户外广告有了很大的发展,在广告业的整体地位大大提升,排在报纸、电视之后居第三位。同时,城市户外广告又有其不同于其他广告媒体的特殊性,即它处于城市环境中,对城市整体环境及市容市貌有很大影响。但是,当前我国的城市户外广告却大多忽视了其在城市环境中的地位和作用,只把它当作经济、政治宣传手段,这就造成了户外广告与城市整体环境相脱离,影响城市市容市貌的后果。 本文从城市环境的角度对户外广告做了深入、具体的分析。全文分为三个部分:第一部分对广告的概念,城市户外广告的概念、历史发展、研究目的和意义、类型与特征以及其在城市环境中的地位和作用作了一个概括。第二部分分析了我国城市户外广告的现状,对大城市、中等城市及小城镇分别作了调查和分析。另外指出我国的城市户外广告特别是中小城市,还存在很多不足,诸如:设计、制造水平还比较低,艺术性较差;缺乏统一规划;管理关系不顺,地区、部门之间缺乏协调;未能与城市建筑、构筑物及街道空间很好的谐调,整体意识较差;缺乏地域特色和个性特征;未能与公共设施很好的相结合等问题。欧洲的户外广告堪称典范,其艺术水平及与城市环境的谐调、整体规划等方面都给我们提供了值得借鉴的经验。第三部分主要谈了我国城市户外广告的发展策略。首先,我国的城市户外广告应该提高其自身的艺术水平,使其真正作为一种艺术形式来装点城市。其次,要与城市规划相结合,对城市户外广告进行统一的规划管理,规范管理体制,完善法律法规的建设。同时,城市户外广告还要处理好与城市整体环境的关系,如与城市建筑和构筑物及空间环境的关系、与城市地域特色的关系、与公共设施的关系等。另外,充分考虑人的因素,以人为本,走人性化发展道路,也是城市户外广告发展中所不可忽视的。 目前我国的城市户外广告还存在着这样那样的问题,尤其在与城市环境关系的处理上还有很多欠缺和不足,要想改变这种状况,还需要长期而艰巨的努力。
[Abstract]:Urban outdoor advertising is a form of advertising. Since the reform and opening up, China's urban outdoor advertising has a great development, the overall position in the advertising industry has been greatly enhanced, ranking third after newspapers and television. At the same time, the city outdoor advertisement has its particularity which is different from other advertising media, that is, it is in the city environment, and has a great influence on the whole city environment and the appearance of the city. However, at present, most of the outdoor advertisements in our country ignore their status and role in the urban environment, and only regard them as means of economic and political propaganda, which leads to the separation of outdoor advertisements from the overall environment of the city. The consequences of affecting the appearance of a city. This article from the city environment angle to the outdoor advertisement has made the thorough, the concrete analysis. The paper is divided into three parts: the first part summarizes the concept of advertising, the concept of urban outdoor advertising, historical development, research purpose and significance, types and characteristics, as well as its status and role in the urban environment. The second part analyzes the present situation of outdoor advertising in cities of China, and makes an investigation and analysis on big cities, medium cities and small towns respectively. In addition, it is pointed out that there are still many deficiencies in our country's urban outdoor advertising, especially in small and medium-sized cities, such as: low level of design and manufacture, poor artistic quality, lack of unified planning, poor management relationship, lack of coordination between regions and departments; Not well coordinated with urban buildings, structures and street space, the overall awareness is poor; lack of regional characteristics and personality characteristics; failure to combine with public facilities and other issues. European outdoor advertising is a model, its artistic level and harmony with the urban environment, overall planning and other aspects to us to provide us with valuable experience. The third part mainly discusses the development strategy of urban outdoor advertising in China. First of all, our country's city outdoor advertisement should improve its own art level, make it as a kind of art form to decorate the city. Secondly, it is necessary to unify the planning and management of urban outdoor advertising, standardize the management system and perfect the construction of laws and regulations. At the same time, urban outdoor advertising should deal with the relationship with the overall environment of the city, such as the relationship with the urban buildings and structures and the space environment, with the urban regional characteristics, with the public facilities and so on. In addition, fully consider the human factor, people-oriented, take the road of humanized development, but also in the development of urban outdoor advertising can not be ignored. At present, there are still some problems in urban outdoor advertising in China, especially in dealing with the relationship with the urban environment, there are still many deficiencies and deficiencies. To change this situation, it still needs long-term and arduous efforts.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3
本文编号：2386142
[Abstract]:Urban outdoor advertising is a form of advertising. Since the reform and opening up, China's urban outdoor advertising has a great development, the overall position in the advertising industry has been greatly enhanced, ranking third after newspapers and television. At the same time, the city outdoor advertisement has its particularity which is different from other advertising media, that is, it is in the city environment, and has a great influence on the whole city environment and the appearance of the city. However, at present, most of the outdoor advertisements in our country ignore their status and role in the urban environment, and only regard them as means of economic and political propaganda, which leads to the separation of outdoor advertisements from the overall environment of the city. The consequences of affecting the appearance of a city. This article from the city environment angle to the outdoor advertisement has made the thorough, the concrete analysis. The paper is divided into three parts: the first part summarizes the concept of advertising, the concept of urban outdoor advertising, historical development, research purpose and significance, types and characteristics, as well as its status and role in the urban environment. The second part analyzes the present situation of outdoor advertising in cities of China, and makes an investigation and analysis on big cities, medium cities and small towns respectively. In addition, it is pointed out that there are still many deficiencies in our country's urban outdoor advertising, especially in small and medium-sized cities, such as: low level of design and manufacture, poor artistic quality, lack of unified planning, poor management relationship, lack of coordination between regions and departments; Not well coordinated with urban buildings, structures and street space, the overall awareness is poor; lack of regional characteristics and personality characteristics; failure to combine with public facilities and other issues. European outdoor advertising is a model, its artistic level and harmony with the urban environment, overall planning and other aspects to us to provide us with valuable experience. The third part mainly discusses the development strategy of urban outdoor advertising in China. First of all, our country's city outdoor advertisement should improve its own art level, make it as a kind of art form to decorate the city. Secondly, it is necessary to unify the planning and management of urban outdoor advertising, standardize the management system and perfect the construction of laws and regulations. At the same time, urban outdoor advertising should deal with the relationship with the overall environment of the city, such as the relationship with the urban buildings and structures and the space environment, with the urban regional characteristics, with the public facilities and so on. In addition, fully consider the human factor, people-oriented, take the road of humanized development, but also in the development of urban outdoor advertising can not be ignored. At present, there are still some problems in urban outdoor advertising in China, especially in dealing with the relationship with the urban environment, there are still many deficiencies and deficiencies. To change this situation, it still needs long-term and arduous efforts.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3
【引证文献】
相关硕士学位论文 前4条
1 黄琴;长沙城市户外广告发展战略研究[D];中南大学;2007年
2 钟冀平;两型社会建设中长株潭城市群户外广告设计研究[D];苏州大学;2010年
3 赵宏;太原户外广告发展战略研究[D];山西财经大学;2012年
4 李骅;街道美学与户外广告[D];华东师范大学;2012年
，本文编号：2386142
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