本文選題：戶外廣告　切入點(diǎn)：審美類(lèi)型　出處：《中南大學(xué)》2010年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】： 伴隨著社會(huì)的變革與轉(zhuǎn)型,戶外廣告在近30年來(lái)取得了蓬勃的發(fā)展�？吹竭@一點(diǎn)的同時(shí),也必須看到在戶外廣告的發(fā)展進(jìn)程中出現(xiàn)了如傳播效果下降、視覺(jué)污染抬頭、盲目擴(kuò)大戶外載體覆蓋幅度、重量輕質(zhì)的粗放型增長(zhǎng)等諸多問(wèn)題,既損壞了城市中的人居環(huán)境,也制約了戶外廣告的發(fā)展。究其原因,除了廣告業(yè)自身的問(wèn)題之外,還包括對(duì)人們?nèi)找娓邼q的環(huán)境審美要求的忽視。本文針對(duì)這一現(xiàn)象,從美學(xué)角度對(duì)戶外廣告進(jìn)行審視和研究,以便人們對(duì)戶外廣告的價(jià)值和未來(lái)發(fā)展前景有正確的認(rèn)識(shí)。 城市戶外廣告是本文的研究對(duì)象,它主要包括戶外獨(dú)立設(shè)置或借助建(構(gòu))筑物、交通工具設(shè)置的廣告以及作為信息傳播媒介的商業(yè)廣告、公益廣告等,不包括未設(shè)架構(gòu)的張貼或手寫(xiě)廣告。本文結(jié)合廣告學(xué)、美學(xué)、城市景觀學(xué)、設(shè)計(jì)學(xué)、心理學(xué)、語(yǔ)言學(xué)等相關(guān)學(xué)科,力圖在實(shí)地考察和典型案例研究的基礎(chǔ)上,從美學(xué)的高度闡釋?xiě)敉鈴V告的美學(xué)本質(zhì)和戶外廣告的審美類(lèi)型、審美風(fēng)格和審美價(jià)值等方面內(nèi)容。 本文分四章展開(kāi),第一章從介紹戶外廣告的內(nèi)涵和創(chuàng)意原則著手,對(duì)戶外廣告的基本概念和“戶外”的美學(xué)內(nèi)涵進(jìn)行闡釋,從而指出戶外廣告創(chuàng)意原則的理論來(lái)源,并通過(guò)闡述戶外廣告的創(chuàng)意原則,為探討戶外廣告的審美類(lèi)型、審美風(fēng)格提供理論基礎(chǔ)。第二章和第三章采用理論論證與案例分析相結(jié)合的方法,在美學(xué)基本理論指導(dǎo)下,并結(jié)合國(guó)內(nèi)外一些經(jīng)典案例的分析,探討了戶外廣告的審美類(lèi)型與審美風(fēng)格,它包括要素美和載體美兩大基本類(lèi)型以及絢麗、質(zhì)樸、幽默、理趣、荒誕、新奇、秀婉、崇高八大審美風(fēng)格。最后一章則探討了戶外廣告的審美價(jià)值,特別是揭示了戶外廣告對(duì)公共審美空間的擴(kuò)大,道德價(jià)值的引導(dǎo)以及與城市景觀融合等方面的價(jià)值。
[Abstract]:With the change and transformation of society, outdoor advertising has made vigorous development in the past 30 years. At the same time, we must also see that in the development process of outdoor advertising, such as the decline of communication effect, the rise of visual pollution. The blind expansion of the coverage of outdoor carriers, the extensive growth of light weight, and so on, not only damage the living environment in cities, but also restrict the development of outdoor advertising. The reason is that, in addition to the problems of the advertising industry itself, It also includes the neglect of people's increasing environmental aesthetic requirements. In view of this phenomenon, this paper examines and studies outdoor advertising from an aesthetic point of view, so that people can have a correct understanding of the value and future development prospects of outdoor advertising. Urban outdoor advertising is the research object of this paper. It mainly includes outdoor independent setting or building with the help of building (construction), advertisement of vehicle setting, commercial advertisement as a medium of information dissemination, public service advertisement and so on. This article combines advertising, aesthetics, urban landscape, design, psychology, linguistics and other related disciplines, and tries to base on field visits and typical case studies. The aesthetic essence of outdoor advertisement, aesthetic type, aesthetic style and aesthetic value of outdoor advertisement are explained from the perspective of aesthetics. This paper is divided into four chapters. The first chapter introduces the connotation and creative principles of outdoor advertising, explains the basic concept of outdoor advertising and the aesthetic connotation of "outdoor", and points out the theoretical source of creative principles of outdoor advertising. And through expounding the creative principle of outdoor advertisement, it provides the theoretical basis for discussing the aesthetic type and aesthetic style of outdoor advertisement. The second and third chapters adopt the method of combining theoretical argumentation with case analysis, under the guidance of the basic aesthetic theory, Combined with the analysis of some classic cases at home and abroad, this paper probes into the aesthetic types and aesthetic styles of outdoor advertising, which includes two basic types: element beauty and carrier beauty, as well as gorgeous, simple, humorous, rational, absurd, novel, and graceful. The last chapter discusses the aesthetic value of outdoor advertising, especially reveals the value of outdoor advertising in expanding public aesthetic space, guiding moral value and merging with urban landscape.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：F713.8

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本文編號(hào)：1623352