本文選題：戶外廣告 + 空間形態(tài)　； 參考：《湖南工業(yè)大學》2012年碩士論文

【摘要】：隨著我國社會經(jīng)濟的發(fā)展，城市生活的繁榮，戶外廣告這種古老的廣告形式因其獨特的藝術(shù)、文化和技術(shù)魅力，在競爭激烈的廣告媒體中逐漸脫穎而出。現(xiàn)代戶外廣告已經(jīng)成為城市環(huán)境景觀中的重要部分，它不但站立在樹立品牌形象和傳遞信息的前沿，而且它也成為了反映城市形象和風貌的重要窗口。它拉近了廣告與受眾之間的距離，，體現(xiàn)著人性的關(guān)懷和心靈的慰藉。目前戶外廣告在迅速發(fā)展的同時也面臨著眾多亟待解決的問題，大量重利輕益，粗制濫造的戶外廣告，吞噬和破壞著城市的各種環(huán)境，造成了嚴重的視覺污染，引起了受眾的抵觸心理，極大的影響著戶外廣告行業(yè)的未來發(fā)展。 本文從設(shè)計藝術(shù)學的角度出發(fā)，采用文獻研究、比較分析、實踐調(diào)查、個案研究和綜合研究的研究方法，在現(xiàn)有的戶外廣告設(shè)計相關(guān)研究的基礎(chǔ)上，通過大量調(diào)查取例，對當今我國城市戶外廣告的設(shè)計現(xiàn)狀進行客觀的探析，提出了戶外廣告在空間形態(tài)設(shè)計上的迫切需求；通過對戶外廣告空間形態(tài)的分析，結(jié)合我國城市發(fā)展趨勢，探索了戶外廣告空間形態(tài)設(shè)計的可行性及其對城市形象的優(yōu)化作用。 本文研究戶外廣告空間形態(tài)設(shè)計以空間和形態(tài)的特性作為切入點，從空間組合、造型變化、材料媒介、感官審美等方面對戶外廣告空間形態(tài)設(shè)計創(chuàng)新設(shè)計理念進行探索。借鑒國外先進的設(shè)計理念和成功的設(shè)計實例，提出了因地制宜、因時而動、動靜相宜、互動交融和非常規(guī)設(shè)計理念，切實改善戶外廣告的整體形象，并展望了戶外廣告空間形態(tài)設(shè)計的發(fā)展空間，使戶外廣告在創(chuàng)造經(jīng)濟價值的同時也能夠成為美化城市環(huán)境的新景觀。
[Abstract]:With the development of our country's social economy and the prosperity of city life, outdoor advertising, as an ancient advertising form, gradually stands out in the competitive advertising media because of its unique artistic, cultural and technical charm. Modern outdoor advertising has become an important part of urban environmental landscape. It not only stands in the front of building brand image and transmitting information, but also becomes an important window to reflect the image and style of the city. It draws the distance between the advertisement and the audience, embodies the human nature's concern and the soul's consolation. At present, the outdoor advertisement is facing many problems that need to be solved while it is developing rapidly. A large number of outdoor advertisements, which are heavy on profit and light of profit, are made indiscriminately, devouring and destroying all kinds of environment of the city, and causing serious visual pollution. Caused by the resistance of the audience, greatly affect the future development of outdoor advertising industry. From the point of view of design art, this paper adopts the research methods of literature research, comparative analysis, practical investigation, case study and comprehensive research, based on the existing outdoor advertising design related research, through a large number of investigation examples. This paper makes an objective analysis of the present situation of the design of outdoor advertisement in our country, and puts forward the urgent need of the space form design of the outdoor advertisement, through the analysis of the space form of the outdoor advertisement, combined with the development trend of our country's city. This paper explores the feasibility of space form design of outdoor advertising and its role in optimizing the city image. This paper studies the space form design of outdoor advertising with the characteristics of space and form as the breakthrough point, from the space combination, modeling changes, material media, sensory aesthetic and other aspects of outdoor advertising space form design innovation design concept. Drawing lessons from the advanced design ideas and successful design examples of foreign countries, the paper puts forward some measures according to the local conditions, such as moving from time to time, keeping in motion, interaction and unconventional design ideas, and improving the overall image of outdoor advertisement. The paper also looks forward to the development space of outdoor advertising space form design, so that outdoor advertising can create economic value and become a new landscape to beautify urban environment at the same time.
【學位授予單位】：湖南工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J524.3

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