本文關(guān)鍵詞： 城市戶外廣告 城市環(huán)境 和諧　出處：《蘇州大學(xué)》2007年碩士論文　論文類型：學(xué)位論文

【摘要】： 戶外廣告是現(xiàn)存最早的廣告形式之一。我國早期的戶外廣告形式是以招幌、海報等形式出現(xiàn)的。隨著市場經(jīng)濟的發(fā)展壯大,戶外廣告在我國很多城市得到了普遍而迅猛的發(fā)展,其獨特的傳播形式和傳播特點展現(xiàn)出它所具有的良好發(fā)展態(tài)勢。戶外廣告似乎已成為整個城市環(huán)境和城市繁榮的象征。但在最近幾年的超速發(fā)展中,有些問題也開始凸顯:即戶外廣告雖處于城市環(huán)境中,對城市整體環(huán)境有很大的影響。但是,當(dāng)前我國戶外廣告的發(fā)展卻大多忽視了其在城市中環(huán)境因素的作用,忽視了對環(huán)境應(yīng)有的尊重,背離了城市景觀和公共文化的要求。這就造成了戶外廣告與城市整體環(huán)境相脫離。 本文基于實際調(diào)研資料,結(jié)合上海、深圳戶外廣告的發(fā)展?fàn)顩r,從城市環(huán)境的角度對戶外廣告做深入、具體的分析。全文分為三個部分:第一部分主要研究我國戶外廣告發(fā)展的現(xiàn)狀以及主要凸顯的問題。第二部分主要對我國城市戶外廣告所受的環(huán)境因素分析。這里的“環(huán)境”是一個多層面的概念,不僅包括空間環(huán)境同時也蘊含人文環(huán)境、視覺環(huán)境;同時還對廣告的類別、性質(zhì)、目標(biāo)消費群等因素進(jìn)行分析。戶外廣告設(shè)計應(yīng)全面考慮到這些因素,與城市和諧共生、相輔相成。第三部分主要站在可持續(xù)發(fā)展的角度上,分析戶外廣告與城市發(fā)展的和諧共生,只有這樣才能提升空間環(huán)境的美感,才能盡可能地減輕生態(tài)環(huán)境的壓力,才能促進(jìn)人文環(huán)境的延續(xù)。
[Abstract]:Outdoor advertising is one of the earliest existing advertising forms. The early forms of outdoor advertising in China were in the form of placards and posters. With the development of the market economy. Outdoor advertising has been widely and rapidly developed in many cities in China. Its unique form of communication and communication characteristics show its good development situation. Outdoor advertising seems to have become the symbol of the whole urban environment and urban prosperity. But in recent years in the overspeed development. Some problems also began to highlight: although outdoor advertising is in the urban environment, it has a great impact on the overall environment of the city. At present, the development of outdoor advertising in China has mostly ignored the role of environmental factors in the city, ignored the due respect for the environment. It deviates from the requirements of urban landscape and public culture, which results in the separation of outdoor advertising from the overall environment of the city. This paper based on the actual research materials, combined with the development of outdoor advertising in Shanghai and Shenzhen, from the perspective of the urban environment to do in-depth outdoor advertising. The paper is divided into three parts:. The first part mainly studies the present situation of the development of outdoor advertisement in our country and the main problems. The second part mainly analyzes the environmental factors of the outdoor advertisement in our country. The "environment" here. Is a multidimensional concept. It includes not only the space environment but also the humanistic environment and visual environment. At the same time, it also analyzes the category, nature, target consumer groups and other factors of advertising. Outdoor advertising design should take these factors into account, and harmonious symbiosis with the city. The third part mainly stands in the sustainable development angle, analyzes the outdoor advertisement and the city development harmonious symbiosis, only then can enhance the spatial environment esthetic feeling. In order to reduce the pressure of ecological environment as much as possible, to promote the continuation of the human environment.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：J524.3

【引證文獻(xiàn)】

相關(guān)期刊論文 前3條

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相關(guān)碩士學(xué)位論文 前7條

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4 江瑩;戶外情景廣告的視覺傳達(dá)研究[D];蘇州大學(xué);2010年

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7 駱匯子;廣州市重點地段戶外廣告設(shè)置初探[D];華南理工大學(xué);2012年

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本文編號：1447395