本文選題：戶外廣告　切入點(diǎn)：城市環(huán)境　出處：《青島理工大學(xué)》2011年碩士論文

【摘要】：隨著社會(huì)經(jīng)濟(jì)的發(fā)展和人民生活水平的提高,我國(guó)市場(chǎng)經(jīng)濟(jì)繁榮、商業(yè)興旺。作為市場(chǎng)銷售催化劑的廣告媒體行業(yè),在我國(guó)也是風(fēng)光無(wú)限,蒸蒸日上。其中,戶外廣告更是以其獨(dú)特的優(yōu)勢(shì)——承載信息的最大化和暴露頻次的最高化,成為營(yíng)銷的寵兒。在我國(guó),各大中型城市的繁榮街頭,放眼望去,各種各樣的廣告牌、霓虹燈、櫥窗、燈箱早已經(jīng)成為一片五顏六色的炫目海洋。然而,這些廣告的任意設(shè)置和頻繁更疊,逐步改變了建筑的原有形態(tài),影響到城市街道的景觀秩序和特色。更可怕的是那些違規(guī)的廣告牌,為人們生活的安全制造了隱患,為城市戶外廣告的正常發(fā)展蒙上了陰影。大力發(fā)展廣告業(yè),是我國(guó)社會(huì)主義市場(chǎng)經(jīng)濟(jì)發(fā)展的必然要求。遺憾的是戶外廣告與城市景觀各自為政,不能夠有機(jī)的融合,這是目前制約我國(guó)戶外廣告發(fā)展的瓶頸。 目前,我國(guó)各大城市的戶外廣告,再為我國(guó)城市形象帶來(lái)朝氣蓬勃的一面的同時(shí),也產(chǎn)生了新的問(wèn)題。本文從戶外廣告設(shè)計(jì)角度出發(fā),認(rèn)為設(shè)計(jì)者景觀意識(shí)的薄弱是主要的原因之一,主要從戶外廣告與城市環(huán)境之間的關(guān)系、戶外廣告現(xiàn)階段發(fā)展?fàn)顩r分析、戶外廣告存在的問(wèn)題及治理、戶外廣告與城市環(huán)境和諧的對(duì)策等幾個(gè)大面對(duì)戶外廣告與城市景觀的和諧發(fā)展進(jìn)行論述。意在為戶外廣告與城市景觀協(xié)調(diào)發(fā)展提供一點(diǎn)有意義的參考建議。 本文重點(diǎn)指出:要保證戶外廣告與城市景觀的協(xié)調(diào)發(fā)展,要保證戶外廣告在城市景觀中真正起到畫(huà)龍點(diǎn)睛的作用,這就要求我們每個(gè)公民必須懷抱社會(huì)責(zé)任感。綜合廣告業(yè)主、廣告人士以及相關(guān)管理人員,努力將戶外廣告的合理表現(xiàn)和規(guī)范投放完美的結(jié)合起來(lái)。
[Abstract]:With the development of social economy and the improvement of people's living standard, the market economy of our country is prosperous and the commerce is flourishing. As the catalyst of market sales, the advertising media industry is also having boundless scenery and flourishing day by day in our country. Outdoor advertising is more with its unique advantage-the maximum load of information and exposure to the highest frequency, become a marketing darling. In our country, the prosperous streets of large and medium-sized cities, looking at, all kinds of billboards, neon lights, window, The lampbox has long been a dazzling sea of colors. However, the random setting and frequent stacking of these advertisements have gradually changed the original form of the building. It affects the landscape order and characteristics of urban streets. What is even more frightening is the illegal billboards, which create hidden dangers for the safety of people's lives, cast a shadow over the normal development of urban outdoor advertising, and vigorously develop the advertising industry. It is an inevitable requirement for the development of socialist market economy in China. Unfortunately, outdoor advertising and urban landscape can not be integrated organically, which is the bottleneck restricting the development of outdoor advertising in our country at present. At present, the outdoor advertisement of each big city of our country brings the vigorous aspect to the city image of our country again, at the same time, has also produced the new question. This article embarks from the outdoor advertisement design angle, It is considered that the weak sense of landscape is one of the main reasons, mainly from the relationship between outdoor advertising and urban environment, the analysis of the current development of outdoor advertising, the problems and management of outdoor advertising. The countermeasures of the harmony between outdoor advertisement and urban environment are discussed in this paper. The purpose of this paper is to provide some meaningful suggestions for the harmonious development of outdoor advertisement and urban landscape. This paper mainly points out that: to ensure the coordinated development of outdoor advertising and urban landscape, to ensure that outdoor advertising in the urban landscape really play the role of the finishing point, This requires that each of our citizens must embrace a sense of social responsibility. Comprehensive advertising owners, advertisers and relevant management personnel, efforts to combine the reasonable performance of outdoor advertising and standard delivery of the perfect combination.
【學(xué)位授予單位】：青島理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F713.8;TU986

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李靜;城市商業(yè)區(qū)戶外廣告景觀規(guī)劃研究[D];福建農(nóng)林大學(xué);2012年

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本文編號(hào)：1667741