本文選題：地鐵廣告 + 地鐵形象　； 參考：《杭州師范大學(xué)》2013年碩士論文

【摘要】：研究地鐵廣告的規(guī)劃與設(shè)計(jì),是對(duì)地鐵廣告理論知識(shí)的深入與完善,理清地鐵廣告在地鐵空間中所具有的復(fù)合功能與規(guī)劃原理,從而探索出符合當(dāng)代城市發(fā)展趨勢(shì)的地鐵廣告規(guī)劃與設(shè)計(jì)體系。 本文從視覺(jué)傳達(dá)設(shè)計(jì)的角度出發(fā),借鑒了城市規(guī)劃設(shè)計(jì)的基本規(guī)劃原則和方法,同時(shí)結(jié)合傳播學(xué)與營(yíng)銷(xiāo)學(xué)等學(xué)科的研究成果,試圖從城市整體規(guī)劃的視角找到地鐵廣告在城市中的存在價(jià)值、定位和規(guī)劃準(zhǔn)則。文分五部分討論。 第一部分緒論,簡(jiǎn)述地鐵廣告規(guī)劃與設(shè)計(jì)探究的意義、目的,闡明對(duì)其研究的可行性與實(shí)用性,引出從視覺(jué)傳達(dá)的角度分析杭州地鐵廣告的視覺(jué)元素與規(guī)劃原則；后逐一分析國(guó)內(nèi)各大城市地鐵廣告的發(fā)展?fàn)顩r,為后文的具體論述杭州地鐵廣告打下基礎(chǔ)。 第二部分以本人參與完成的設(shè)計(jì)項(xiàng)目《杭州地鐵形象導(dǎo)視系統(tǒng)與VI設(shè)計(jì)》為基礎(chǔ),全面解讀杭州城市整體環(huán)境特征,進(jìn)而提出杭州地鐵的發(fā)展應(yīng)契合城市自身的文化與氣質(zhì),遵循國(guó)際化、特色化與差別化發(fā)展,提高地鐵廣告的品質(zhì),全面提升地鐵形象,促進(jìn)杭州地鐵廣告的可持續(xù)發(fā)展。 第三部分分析了杭州地鐵廣告的綜合價(jià)值,并結(jié)合整合傳播媒體策略,提出了地鐵廣告媒介的創(chuàng)新趨勢(shì)；同時(shí)推進(jìn)長(zhǎng)期性的“文化地鐵”概念,圍繞地鐵文化和城市文化是相互交融共同發(fā)展的主題展開(kāi)論述。 第四部分對(duì)杭州地鐵廣告的媒介運(yùn)用特征進(jìn)行具體分析,結(jié)合地鐵空間的總體規(guī)劃原則、媒體形式、發(fā)布內(nèi)容控制、色彩控制等對(duì)杭州地鐵廣告進(jìn)行綜合分析,在整體上完成地鐵空間的視覺(jué)整合與優(yōu)化。 最后結(jié)論對(duì)杭州地鐵廣告的規(guī)劃與設(shè)計(jì)進(jìn)行整體概括性總結(jié),提出自己的觀點(diǎn)。
[Abstract]:To study the planning and design of subway advertisement is to deepen and perfect the theoretical knowledge of subway advertisement, and to clarify the compound function and planning principle of subway advertisement in subway space. In order to explore the trend of urban development in line with the subway advertising planning and design system. From the angle of visual communication design, this paper draws lessons from the basic planning principles and methods of urban planning and design, and combines the research results of communication and marketing. This paper tries to find out the existence value, orientation and planning criterion of subway advertisement in the city from the perspective of city overall planning. The paper is divided into five parts. The first part of the introduction, briefly describes the significance of subway advertising planning and design research, the purpose, to clarify the feasibility and practicability of its research, leading to the visual communication from the perspective of Hangzhou Metro advertising visual elements and planning principles; After that, it analyzes the development of subway advertisement in each big city of our country one by one, and lays the foundation for the concrete exposition of Hangzhou subway advertisement in the following article. In the second part, based on the design project "Hangzhou Metro Image guiding system and VI Design", the author comprehensively interprets the overall environmental characteristics of Hangzhou City, and then puts forward that the development of Hangzhou Metro should fit the culture and temperament of the city itself. Follow the development of internationalization, characteristics and differentiation, improve the quality of subway advertising, promote the overall image of subway, promote the sustainable development of Hangzhou subway advertising. The third part analyzes the comprehensive value of Hangzhou Metro Advertising, and puts forward the innovation trend of Metro Advertising Media, and promotes the long-term concept of "Cultural Subway". The thesis focuses on the theme of subway culture and urban culture, which are intermingling with each other and developing together. The fourth part makes a concrete analysis of the characteristics of the media application of the Hangzhou Metro advertising, combined with the general planning principles of subway space, media form, content control, color control and so on, to conduct a comprehensive analysis of the Hangzhou Metro advertising. In the overall completion of the subway space visual integration and optimization. Finally, the author summarizes the planning and design of Hangzhou metro advertisement and puts forward his own views.
【學(xué)位授予單位】：杭州師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：G206;J524.3

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本文編號(hào)：1805099