城市户外广告系统设计研究
发布时间：2019-06-01 15:10
【摘要】： 随着中国经济的飞速发展,中国户外广告正处于高速发展时期,大部分城市户外广告投放呈现蓬勃态势,但是户外广告行业在中国发展很不均衡。一些相对发达的城市比较成熟,但还有相当一部分城市处于初级阶段。许多城市户外广告蓬勃发展趋势更多的表现在数量上。大部分城市的户外广告存在许多亟待改进的问题。比如:在各类建筑物顶上架设体量巨大的广告牌,虽然醒目、视觉冲击力强,但是这种效果的取得往往是以牺牲建筑本身的整体外观、影响周边环境甚至影响居民居住采光通风等基本生活条件为代价。特别是一些有特色的建筑物顶着一块广告牌显得不伦不类。而且糟糕低劣的户外广告也广泛存在,不断地成为“视觉垃圾”让人们无心观看,严重影响着城市的视觉环境,它们造型单一,缺乏内涵,创意缺乏新颖性,更谈不上对人性之关爱。近年来户外广告的安全性同样令人担忧,户外广告安全事故频频发生。 在此本文通过对目前城市户外广告的现状分析,秉承城市户外广告设计与系统论设计理念相结合,将城市户外广告作为一个大系统,将城市户外广告系统与人们的行为需求、心理需求、广告传播效果、城市大环境的整体美观程度、安全性相结合进行研究,把户外广告融入到整个城市人文环境中去进行研究,运用关联学科领域理论以及实地调查,试图提出解决城市户外广告诸多设计问题的设计原则。
[Abstract]:With the rapid development of Chinese economy, outdoor advertising in China is in a period of rapid development. Outdoor advertising in most cities is booming, but the development of outdoor advertising industry in China is very uneven. Some relatively developed cities are more mature, but there are still a considerable number of cities in the primary stage. The vigorous development trend of outdoor advertising in many cities is more manifested in the quantity. There are many problems in outdoor advertising in most cities that need to be improved. For example, a huge billboard is set up on the top of all kinds of buildings. Although it is eye-catching and has a strong visual impact, this effect is often achieved at the expense of the overall appearance of the building itself. Affect the surrounding environment and even affect the basic living conditions such as lighting and ventilation. In particular, some distinctive buildings look out of place with a billboard. Moreover, poor and inferior outdoor advertising also widely exists, constantly becoming "visual garbage" so that people do not want to watch, seriously affecting the visual environment of the city, they have a single shape, lack of connotation, creative lack of novelty. Not to mention the love of human nature. In recent years, the safety of outdoor advertising is also worrying, outdoor advertising safety accidents occur frequently. In this paper, through the analysis of the current situation of urban outdoor advertising, adhering to the urban outdoor advertising design and system theory design concept, the urban outdoor advertising as a large system, the urban outdoor advertising system and people's behavior needs, The psychological demand, the effect of advertising communication, the overall aesthetic degree and safety of the urban environment are studied, and the outdoor advertising is integrated into the human environment of the whole city to carry out the research, and the theory of related disciplines and field investigation are used. This paper tries to put forward the design principles to solve many design problems of urban outdoor advertising.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
本文编号：2490364
[Abstract]:With the rapid development of Chinese economy, outdoor advertising in China is in a period of rapid development. Outdoor advertising in most cities is booming, but the development of outdoor advertising industry in China is very uneven. Some relatively developed cities are more mature, but there are still a considerable number of cities in the primary stage. The vigorous development trend of outdoor advertising in many cities is more manifested in the quantity. There are many problems in outdoor advertising in most cities that need to be improved. For example, a huge billboard is set up on the top of all kinds of buildings. Although it is eye-catching and has a strong visual impact, this effect is often achieved at the expense of the overall appearance of the building itself. Affect the surrounding environment and even affect the basic living conditions such as lighting and ventilation. In particular, some distinctive buildings look out of place with a billboard. Moreover, poor and inferior outdoor advertising also widely exists, constantly becoming "visual garbage" so that people do not want to watch, seriously affecting the visual environment of the city, they have a single shape, lack of connotation, creative lack of novelty. Not to mention the love of human nature. In recent years, the safety of outdoor advertising is also worrying, outdoor advertising safety accidents occur frequently. In this paper, through the analysis of the current situation of urban outdoor advertising, adhering to the urban outdoor advertising design and system theory design concept, the urban outdoor advertising as a large system, the urban outdoor advertising system and people's behavior needs, The psychological demand, the effect of advertising communication, the overall aesthetic degree and safety of the urban environment are studied, and the outdoor advertising is integrated into the human environment of the whole city to carry out the research, and the theory of related disciplines and field investigation are used. This paper tries to put forward the design principles to solve many design problems of urban outdoor advertising.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前4条
1 龙益知;高校龙狮运动的推广策略研究[D];中南大学;2010年
2 迟静;户外广告视觉设计研究[D];东北林业大学;2010年
3 李静;城市商业区户外广告景观规划研究[D];福建农林大学;2012年
4 翟慧敏;城市户外广告的空间形态设计研究[D];湖南工业大学;2012年
，本文编号：2490364
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