本文選題：戶外廣告 + 環(huán)境因素��； 參考：《陜西科技大學(xué)》2011年碩士論文

【摘要】：本文圍繞著戶外廣告媒介在環(huán)境中的放置以及如何進(jìn)行創(chuàng)新設(shè)計(jì)的問題展開研究。戶外廣告與環(huán)境因素間的關(guān)系不僅涉及到城市政治、經(jīng)濟(jì)、文化、城建、道路、交通等方面的問題,同時(shí)影響城市的景觀形象。早期的戶外廣告因?qū)Νh(huán)境因素缺乏了解,曾給一些城市的景觀形象帶來了一定程度的負(fù)面影響。現(xiàn)在,隨著城市物質(zhì)文明、精神文明的發(fā)展需要,雜亂無章以及制作粗劣的戶外廣告作品已經(jīng)得到了控制,并且越來越多的戶外廣告設(shè)計(jì)正在朝著高質(zhì)量、高科技的方向轉(zhuǎn)變,即由原來的重量不重質(zhì)向著深刻挖掘戶外廣告文化內(nèi)涵及效果方面而努力,這一變化著重體現(xiàn)在對戶外廣告創(chuàng)新設(shè)計(jì)領(lǐng)域的深入研究上。再加上科學(xué)技術(shù)水平的不斷發(fā)展更新了戶外廣告媒介形式,戶外廣告不局限于二維的表現(xiàn)形式向著多維化發(fā)展,擁有環(huán)境適應(yīng)能力強(qiáng)、環(huán)保、高新等諸多優(yōu)勢。 戶外廣告相融于城市環(huán)境之中,與環(huán)境是一個(gè)不可分割的整體,二者間的關(guān)系除了相互適應(yīng)、融合以外還要考慮到戶外廣告、環(huán)境與受眾三者的互動(dòng)性與體驗(yàn)性。戶外廣告媒介只有將三者間的相互作用關(guān)系探究到極致,才能使自身的傳播效果以及城市景觀品質(zhì)得到顯著提升。 論文基于對西安市戶外廣告的實(shí)際調(diào)研資料,采用比較、分類、統(tǒng)計(jì)、參考等手法對調(diào)查結(jié)果進(jìn)行剖析,并結(jié)合國內(nèi)外優(yōu)秀戶外廣告作品作深入、具體的比較與研究,論文從兩方面進(jìn)行論述。一是基于環(huán)境因素的創(chuàng)新設(shè)計(jì)。包括創(chuàng)意與創(chuàng)新設(shè)計(jì),重點(diǎn)分析與總結(jié)了現(xiàn)代戶外廣告發(fā)展變化中設(shè)計(jì)創(chuàng)意的多維化趨向,得出現(xiàn)代戶外廣告設(shè)計(jì)創(chuàng)意的多維化途徑,不僅使戶外廣告不斷適應(yīng)社會(huì)發(fā)展的需要還使自身走上了一條可持續(xù)發(fā)展的正確道路。二是探索出基于環(huán)境因素的符號語境構(gòu)建,可以將廣告中的信息塑造成更加完整的傳播形態(tài),使信息更好的得到傳播,也能使受眾更加容易接受、理解與選擇,進(jìn)而能夠更好的實(shí)現(xiàn)有效信息的傳遞以及提高信息傳播的價(jià)值,進(jìn)一步闡明符號語境的構(gòu)建在基于環(huán)境因素的戶外廣告創(chuàng)新設(shè)計(jì)中的重要作用;同時(shí)論文從傳播效果、經(jīng)濟(jì)效果、社會(huì)效果三個(gè)方面對戶外廣告創(chuàng)新設(shè)計(jì)的各種影響因素進(jìn)行了深入細(xì)致的分析與排查,使文章結(jié)構(gòu)更加趨于完整化,旨在將創(chuàng)新設(shè)計(jì)與多種影響因子結(jié)合產(chǎn)生多個(gè)突破點(diǎn),從而改變受眾的行為,并成功高效的實(shí)現(xiàn)戶外廣告信息的傳播,增加戶外廣告在應(yīng)用中的針對性,滿足不同環(huán)境中的實(shí)際需求,更好的體現(xiàn)本研究的價(jià)值,為國內(nèi)多個(gè)大中型城市在戶外廣告創(chuàng)新設(shè)計(jì)方面起到一定的指導(dǎo)、借鑒與參考作用。
[Abstract]:This paper focuses on the placement of outdoor advertising media in the environment and how to carry out innovative design. The relationship between outdoor advertising and environmental factors not only involves the problems of city politics, economy, culture, urban construction, road, traffic and other aspects, but also affects the city's landscape image. Early outdoor advertising is due to environmental factors. Lack of understanding has brought a certain degree of negative impact on the landscape image of some cities. Now, with the urban material civilization, the development of spiritual civilization, the disorderly and bad outdoor advertising works have been controlled, and more and more outdoor advertising designs are moving towards high quality and high technology. Change, from the original weight not heavy to the deep excavation of the cultural connotation and effect of outdoor advertising, this change is mainly reflected in the in-depth study of the field of outdoor advertising innovation and design. In addition, the continuous development of science and technology has updated the form of outdoor advertising media, outdoor advertising is not limited to two-dimensional representation. It has many advantages, such as environmental adaptability, environmental protection, high technology and so on.
Outdoor advertising in the city environment, and the environment is an inseparable whole, the relationship between the two in addition to mutual adaptation, besides the integration of outdoor advertising, the environment and the audience of the three interactive and experiential. The outdoor advertising media only to explore the mutual relationship between the three parties to the extreme, in order to make their own transmission. The effect of sowing and the quality of urban landscape were significantly improved.
Based on the actual survey data of outdoor advertising in Xi'an, the paper analyzes the results of the investigation by comparison, classification, statistics, reference and other techniques, and combines the excellent outdoor advertising works both at home and abroad for in-depth, specific comparison and research, and the thesis is discussed from two aspects. One is innovation design based on environmental factors, including creativity and innovation. The design, focusing on the analysis and summary of the multi-dimensional trend of design creativity in the development and change of modern outdoor advertising, draws a conclusion that the multi-dimensional ways of modern outdoor advertising design creativity not only make outdoor advertisements adapt to the needs of social development, but also make themselves the right way for sustainable development. Two is to explore the basis of environmental factors. The construction of symbolic context can make the information in the advertisement more complete transmission form, make the information better spread, make the audience more easily accepted, understand and choose, and then can better realize the transmission of effective information and improve the value of information dissemination. Further clarifies the construction of the symbolic context based on the environment. The important role of the innovative design of outdoor advertising is made by the factors. At the same time, the paper makes a thorough and detailed analysis and investigation on the influence factors of outdoor advertising innovation design from three aspects of communication effect, economic effect and social effect, so that the structure of the article is more integrated, and the purpose is to combine the innovative design with various influence factors to produce more. A breakthrough point, thus changing the behavior of the audience, and the successful and efficient realization of the dissemination of outdoor advertising information, increase the pertinence of outdoor advertising in the application, meet the actual needs in different environments, and better reflect the value of this study, and provide some guidance for the innovative design of many large and medium-sized cities in China outside the home. And reference.

【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524.3;F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 林詩宇;;戶外廣告?zhèn)鞑バЧ奶嵘呗訹J];現(xiàn)代經(jīng)濟(jì)信息;2013年15期

相關(guān)碩士學(xué)位論文 前2條

1 崔禾;濟(jì)南城市文化墻的信息傳播現(xiàn)狀與傳播效果研究[D];遼寧大學(xué);2012年

2 俞淇銘;新媒體環(huán)境下傳統(tǒng)戶外廣告的視覺突破[D];湖南師范大學(xué);2013年

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本文編號：1816782