本文選題：戶外廣告 + 審美　； 參考：《山東大學》2013年碩士論文

【摘要】：戶外廣告是城市視覺秩序中的元素之一,從它在城市中存在的特征來說,它已經使得城市中的各個元素(包括城市建筑、城市街道、城市文化、城市審美、大眾視覺等)都與它發(fā)生了千絲萬縷的聯(lián)系。從戰(zhàn)國時期開始,中國戶外廣告作為最初的媒介形式伴隨商業(yè)發(fā)展一路演變,直到改革開放時期,這一媒介形式的商業(yè)價值、藝術價值與社會文化價值才日益凸顯。從廣告主的角度出發(fā),戶外廣告作為第五大發(fā)展中媒介,在信息傳播、品牌推廣、文化提升等方面有著視覺沖擊力強、點位資源豐富等不可替代的獨特媒體優(yōu)勢。其快速增長的勢頭已經超越了占有傳統(tǒng)市場重要地位的四大媒體,越來越受到廣告主的青睞�？v觀景觀規(guī)劃與城市建設的全局,戶外廣告作為其重要構成元素之一,同樣肩負著推動城市文化傳播的社會責任。在城市建筑千篇一律、乏善可陳的狀態(tài)下,戶外廣告己經成為文化產業(yè)之一,用其獨特的方式向大眾訴說著審美趨勢與流行文化。換句話說,中國社會文化推進戶外廣告蓬勃發(fā)展的同時,戶外廣告也在潛移默化中彰顯著我國的社會文化色彩。 目前,我國廣告業(yè)市場整體表現(xiàn)以平穩(wěn)發(fā)展為主,但隨著社會經濟的快速發(fā)展與新媒體形式的更新?lián)Q代,戶外廣告在市場競爭與發(fā)展中問題頻現(xiàn),并面臨著整合與創(chuàng)新的局勢。在與消費者的溝通過程中如何準確運用戶外媒體傳達產品定位的差異化信息,吸引消費者的注意并與其建立情感溝通渠道是戶外廣告成功的關鍵所在。我國戶外廣告正在努力迎合新經濟的要求,滿足“中國式消費”的需求,戶外廣告業(yè)的規(guī)范也正在發(fā)生變化。種種整合與變化將為戶外廣告業(yè)帶來全新的產業(yè)創(chuàng)造力,改革創(chuàng)新與突破性思維將成為戶外廣告公司的重要資源。廣告主在掌握品牌溝通戰(zhàn)略的基礎上實現(xiàn)跨媒介整合,以破竹之勢為品牌信息傳達的新方法奠定基調,引領了傳媒業(yè)與廣告市場的新氣象與新的價值觀。 央視市場研究公司(CTR)在2012年發(fā)布的《中國廣告市場進入變局前夜》報告中認為,2011年,雖然我國廣告市場整體表現(xiàn)以“平穩(wěn)、放緩”為主,但在平穩(wěn)的大幕之下,國內的廣告市場蘊含著強大的變革力量。正確解讀戶外廣告業(yè)的“變革”,一方面需要充分認識戶外廣告的媒體優(yōu)勢、規(guī)劃原則以及承擔的社會責任,另一方面應正確應對大眾日益增長的視覺審美、消費需求與戶外廣告商業(yè)化的矛盾。 本篇文章研究的創(chuàng)新之處在于以戶外廣告實戰(zhàn)經驗為理論前提,通過梳理工作實踐中戶外廣告的市場數(shù)據(jù)與投放案例,以審美與傳播為獨特視角,系統(tǒng)闡述戶外媒體與戶外新媒體的整合與創(chuàng)新發(fā)展趨勢,以及時代賦予戶外廣告的品牌傳播與城市文化建設的雙重社會價值,力求將課題研究推向科學理論化,為實現(xiàn)戶外廣告媒體與企業(yè)品牌、城市文化建設的共贏貢獻力量。
[Abstract]:Outdoor advertising is one of the elements in the urban visual order. From its characteristics in the city, it has made all the elements of the city (including urban architecture, city street, city culture, city aesthetic, public vision, etc.) with it. From the Warring States period, the Chinese outdoor advertising was the first one. In the period of reform and opening up, the commercial value, artistic value and social cultural value of this media form become increasingly prominent. From the point of view of advertisers, outdoor advertising has a strong visual impact on information dissemination, brand promotion and cultural promotion as the fifth medium of development. The rapid growth momentum has surpassed the four major media occupying the important position of the traditional market, and has become more and more popular with the advertisers. In view of the overall landscape planning and urban construction, outdoor advertising is also one of its important elements, and it also shoulders the promotion of urban culture. The social responsibility of communication. Under the condition of urban architecture, the outdoor advertisement has become one of the cultural industries. In other words, it tells the public the aesthetic trend and popular culture in its unique way. In other words, Chinese social culture promotes the vigorous development of outdoor advertising, while outdoor advertisements are also emoscent. The social and cultural color of our country.
At present, the overall performance of the advertising market in China is dominated by a steady development, but with the rapid development of the social economy and the renewal of the new media form, the problems of outdoor advertising in the market competition and development are frequent, and facing the situation of integration and innovation. How to communicate the products with the outdoor media accurately in the process of communication with consumers The key to the success of outdoor advertising is to attract consumers' attention and establish emotional communication channels. Outdoor advertising in China is trying to meet the requirements of the new economy to meet the needs of "Chinese style consumption", and the norms of outdoor advertising are changing. The integration and change will be brought to the outdoor advertising industry. The new industrial creativity, innovation and breakthrough thinking will become an important resource for the Outdoor Advertising Company. The advertisers realize the cross media integration on the basis of mastering the brand communication strategy, laying the tone for the new methods to convey the brand information and leading the new weather and new values of the media industry and the advertising market.
In 2012, the China advertising market (CTR), published in the report of the Chinese advertising market on the eve of the change, said that in 2011, although the overall performance of the advertising market in China was "smooth and slow", the domestic advertising market contained a powerful force for change under the smooth curtain. On the one hand, we should fully understand the advantages of the media, the planning principles and the social responsibility of the outdoor advertising. On the other hand, we should correctly deal with the growing visual aesthetic of the public, and the contradiction between the consumption demand and the commercialization of outdoor advertising.
The innovation of this article is based on the theoretical premise of outdoor advertising practical experience. Through combing the market data and launching cases of outdoor advertising in the work practice, taking aesthetic and communication as a unique perspective, this paper systematically expounds the integration and innovation trend of outdoor media and outdoor new media, as well as the brand of outdoor advertising. The dual social value of communication and urban cultural construction seeks to push the research into a scientific theory, and to achieve a win-win contribution to the development of outdoor advertising media and enterprise brands, and the construction of urban culture.

【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G206;J524.3

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本文編號：1783018