本文關(guān)鍵詞： 創(chuàng)意 和諧 空間 形式 色彩　出處：《東華大學(xué)》2006年碩士論文　論文類型：學(xué)位論文

【摘要】：戶外廣告作為最古老的廣告形式之一,在歷史的長河里一直扮演著商業(yè)信息視覺傳導(dǎo)的重要角色。隨著科技的發(fā)展,將會有更深廣的發(fā)展前景和更精細(xì)的布置格局,以更靈活的形式手段增強(qiáng)戶外廣告的精確性和影響力。各種營銷、發(fā)布方式手段,各種媒質(zhì)載體的選用都是戶外廣告的各個構(gòu)成環(huán)節(jié),尤以廣告畫面最為直觀。設(shè)計沒有固定的模式套路,但可以從優(yōu)秀成功的作品中發(fā)現(xiàn)并吸取可借鑒的經(jīng)驗,減少無謂資源浪費(fèi),少走一些彎路。 本文基于實(shí)際調(diào)研資料,附以詳實(shí)的分析評述,結(jié)合相關(guān)政策章程,探討戶外廣告的設(shè)計發(fā)布方法模式。首先對戶外廣告的媒體價值和媒體傳播價值,結(jié)合上海戶外媒體廣告的發(fā)展做分析,然后針對媒體形象,通過對調(diào)研資料的分析,對戶外媒體廣告的“創(chuàng)意與環(huán)境位置”、“和諧與安全”做重點(diǎn)研究論述。依據(jù)豐富的設(shè)計實(shí)例,采用比較論證方法,較直觀地闡述優(yōu)秀戶外廣告的成功點(diǎn)和可借鑒處,欠佳戶外廣告的失敗點(diǎn)和差距性,并從多個角度討論廣外廣告設(shè)計制作的思維出發(fā)點(diǎn),及設(shè)計創(chuàng)意的指導(dǎo)思想。最后對戶外媒體廣告的現(xiàn)狀和發(fā)展方向提出合理化建議。 文章提出了適應(yīng)于戶外媒體廣告的設(shè)計原則——設(shè)計理念的精彩絕妙,色彩與形式的相得益彰,構(gòu)圖和編排的戲劇化對比,多維空間的精
[Abstract]:As one of the oldest forms of advertising, outdoor advertising has been playing an important role in the visual transmission of commercial information in the long history. With the development of technology. There will be a deeper and broader development prospects and more elaborate layout pattern, with more flexible form means to enhance the accuracy and influence of outdoor advertising. The selection of various media carriers are all the components of outdoor advertising, especially the most intuitive advertising screen. There is no fixed pattern of design, but can be found from outstanding and successful works and draw lessons from experience. Reduce unnecessary waste of resources and take less detours. Based on the actual research materials, with detailed analysis and comments, combined with the relevant policies and regulations, this paper discusses the design and release mode of outdoor advertising. Firstly, it discusses the media value and media communication value of outdoor advertising. Combined with the development of outdoor media advertising in Shanghai, and then according to the image of the media, through the analysis of research materials, the "creative and environmental position" of outdoor media advertising. "Harmony and Safety" is the focus of the research. According to the rich design examples, using the method of comparative demonstration, the successful points and reference points of excellent outdoor advertising are explained intuitively. Poor outdoor advertising failure and disparity, and from a number of perspectives to discuss the wide advertising design and production of the starting point of thinking. Finally, some reasonable suggestions on the present situation and development direction of outdoor media advertising are put forward. The article puts forward the design principle suitable for outdoor media advertisement-the brilliant and wonderful design idea, the complement of color and form, the dramatic contrast of composition and arrangement, and the refinement of multidimensional space.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：J524.3

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 文豪;;戶外廣告創(chuàng)意與銷售力[J];今傳媒;2009年06期

相關(guān)碩士學(xué)位論文 前4條

1 胡娉娉;體驗時代下的環(huán)境媒體廣告設(shè)計研究[D];上海交通大學(xué);2010年

2 梁R加，

本文編號：1450442