本文選題：戶外廣告 + 設(shè)置　； 參考：《華南理工大學(xué)》2012年碩士論文

【摘要】：21世紀(jì)以來，戶外廣告成為各大城市傳播信息最重要的媒介之一。伴隨著中國城市化進(jìn)程的加快，人們對城市景觀和環(huán)境提出了更高的要求。戶外廣告作為城市景觀要素，在塑造城市形象、提升城市品位、創(chuàng)建城市特色方面起到了不可替代的作用。 城市的經(jīng)濟(jì)日益繁榮，戶外廣告的需求也隨之猛增。在戶外廣告快速發(fā)展的同時也引發(fā)了各種問題：如一些區(qū)域或路段的戶外廣告數(shù)量之多、尺度之大、設(shè)置之密給城市造成了嚴(yán)重的視覺污染。如此一來，戶外廣告不僅沒能起到為城市景觀增色的目的，相反還破壞了城市形象。因此，戶外廣告設(shè)置的科學(xué)合理性，已成為城市規(guī)劃與政府相關(guān)部門的一項重要工作，也成為了城市景觀、城市設(shè)計等多個專業(yè)方向研究的新課題。 本文以廣州市戶外廣告為主要研究對象。先對戶外廣告設(shè)置的相關(guān)理論及影響因素進(jìn)行了整理和研究，并對廣州市戶外廣告規(guī)劃現(xiàn)狀及管理模式深入解讀和分析，結(jié)合調(diào)研對現(xiàn)階段存在的問題作了進(jìn)一步的分析與討論，最后針對主要的問題提出相應(yīng)的發(fā)展對策與建議，，并通過對重點區(qū)域一條道路的改造設(shè)計，探討更科學(xué)合理的設(shè)置規(guī)劃模式。全文的主要內(nèi)容包括了七個章節(jié)： 第一章為緒論，主要介紹了論文的研究背景及原因、國內(nèi)外研究現(xiàn)狀、研究的對象與內(nèi)容、研究方法與框架等。 第二章為城市戶外廣告的概述。本章闡述了戶外廣告的發(fā)展歷程及作用，從不同角度對戶外廣告進(jìn)行了定義，界定了與戶外廣告相關(guān)的幾個概念，列舉了戶外廣告的類別。 第三章為戶外廣告設(shè)置基礎(chǔ)理論研究及案例分析。從經(jīng)濟(jì)學(xué)、區(qū)位學(xué)、環(huán)境心理學(xué)、城市美學(xué)等多個角度對戶外廣告設(shè)置的相關(guān)內(nèi)容進(jìn)行了研究，并對戶外廣告三個主要社會主體進(jìn)行分析，從他們的角度提出相應(yīng)的設(shè)置原則與方法，最后對國外一些成功的設(shè)置經(jīng)驗進(jìn)行分析與總結(jié)，為后文的研究與設(shè)計做好理論鋪墊。 第四章為戶外廣告設(shè)置的影響因素研究。先對戶外廣告宏觀布局的影響因子及微觀設(shè)置的控制要素進(jìn)行分類與分析；然后詳細(xì)闡述了戶外廣告的規(guī)劃和方法。 第五章為廣州市戶外廣告設(shè)置的研究。本章闡述與分析了廣州市戶外廣告設(shè)置的規(guī)劃管理現(xiàn)狀，包括管理模式及規(guī)劃現(xiàn)狀；并通過多種方式對戶外廣告設(shè)置現(xiàn)狀進(jìn)行了調(diào)研，總結(jié)出其中存在的各種問題。 第六章為廣州市戶外廣告設(shè)置發(fā)展對策。本章針對上一章總結(jié)出的各種問題，力求在面的層次上提出相應(yīng)的發(fā)展對策及建議。 第七章為重點區(qū)域改造設(shè)計實踐。本章選取特定路段進(jìn)行了戶外廣告設(shè)置改造設(shè)計，希望通過個案的方式對，展示戶外廣告設(shè)置詳細(xì)規(guī)劃的主要內(nèi)容及基本方法，為完善和補(bǔ)充現(xiàn)有規(guī)劃出一份力，起到拋磚引玉的作用。
[Abstract]:Since the 21 st century, outdoor advertising has become one of the most important media for the dissemination of information in major cities. With the acceleration of urbanization in China, people put forward higher requirements for urban landscape and environment. As a key element of urban landscape, outdoor advertising plays an irreplaceable role in shaping city image, improving city grade and creating city characteristics. The city's economy is booming, and the demand for outdoor advertising has soared. The rapid development of outdoor advertising also leads to various problems: such as the number of outdoor advertisements in some areas or sections of roads, the large scale, and the density of the settings caused serious visual pollution to the city. As a result, outdoor advertising not only failed to add color to the urban landscape, but also damaged the image of the city. Therefore, the scientific rationality of outdoor advertising has become an important work of urban planning and government departments, and has become a new research topic in many professional directions, such as urban landscape, urban design and so on. In this paper, Guangzhou outdoor advertising as the main research object. First of all, the related theories and influencing factors of outdoor advertising setting are sorted out and studied, and the present situation and management mode of outdoor advertising planning in Guangzhou are deeply interpreted and analyzed. Based on the investigation, the paper makes further analysis and discussion on the existing problems at the present stage, and finally puts forward corresponding development countermeasures and suggestions in view of the main problems, and designs a road in the key area through the transformation and design. To explore a more scientific and reasonable planning model. The main contents of this paper include seven chapters: The first chapter is the introduction, mainly introduces the research background and the reason, the domestic and foreign research present situation, the research object and the content, the research method and the frame and so on. The second chapter is an overview of urban outdoor advertising. This chapter expounds the development course and function of outdoor advertisement, defines outdoor advertisement from different angles, defines several concepts related to outdoor advertisement, and lists the categories of outdoor advertisement. The third chapter is the basic theory research and case analysis of outdoor advertising. From the aspects of economics, location, environmental psychology, urban aesthetics and so on, this paper studies the contents of outdoor advertising, and analyzes the three main social subjects of outdoor advertising. From their point of view, the corresponding setting principles and methods are put forward. Finally, some successful setup experiences of foreign countries are analyzed and summarized, which will pave the way for the later research and design. The fourth chapter is the study of the influencing factors of outdoor advertising. This paper first classifies and analyzes the influencing factors of macro layout of outdoor advertising and the control factors of micro-setting, and then expounds the planning and methods of outdoor advertising in detail. The fifth chapter is the study of outdoor advertising in Guangzhou. This chapter expounds and analyzes the present situation of planning and management of outdoor advertisement setting in Guangzhou, including the management mode and planning status, and investigates the present situation of outdoor advertisement setting in various ways, and summarizes the various problems existing therein. The sixth chapter is the development countermeasure of outdoor advertisement in Guangzhou. Aiming at the problems summarized in the previous chapter, this chapter tries to put forward the corresponding development countermeasures and suggestions at the level of face. The seventh chapter is the design practice of the key area transformation. This chapter chooses the specific section to carry on the outdoor advertisement setting transformation design, hoped through the individual case way to be opposite, displays the outdoor advertisement setting detailed planning main content and the basic method, for consummates and supplements the existing plan a force, Play the role of a brick to attract jade.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F713.8;TU998.9

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