本文選題：戶外廣告形象 + 信息傳達(dá)��； 參考：《浙江工商大學(xué)》2010年碩士論文

【摘要】： 戶外廣告因其特有的文化性、藝術(shù)性、技術(shù)性已成為城市景觀的重要組成部分,并且是一種帶目的性的城市藝術(shù)形式。在充斥著各種信息的時(shí)代里,戶外廣告猶如城市的皮膚,體現(xiàn)著城市的文化和價(jià)值取向。且其位置、色彩、表現(xiàn)形式等直接影響了市民的視覺環(huán)境及對于城市的印象。 本文從戶外廣告的景觀特性出發(fā),以心理學(xué)、行為學(xué)、社會(huì)學(xué)為基礎(chǔ),研究人在環(huán)境中的行為心理和視知覺。通過對國內(nèi)外大量戶外廣告的調(diào)查分析,發(fā)現(xiàn)了目前國內(nèi)戶外廣告存在四大問題：視覺圖像雜亂,色彩處理不當(dāng)；戶外廣告牌隨意設(shè)置,廣告主和廣告經(jīng)營者都盲目追求廣告的投放量,市場競爭處于無序狀態(tài),造成媒體資源的濫用；戶外廣告與城市環(huán)境不協(xié)調(diào),打破了景觀的秩序,有礙觀瞻,影響城市形象；行業(yè)規(guī)范以及統(tǒng)一的對戶外廣告牌的價(jià)值評(píng)估體系仍未建立,缺乏數(shù)據(jù)指導(dǎo)。所以,必須對戶外廣告形象進(jìn)行一個(gè)系統(tǒng)的規(guī)劃,以求其更健康的發(fā)展。 戶外廣告處于城市之中,是城市景觀的組成部分。在規(guī)劃其形象時(shí),可以城市景觀意識(shí)為指導(dǎo),把戶外廣告和城市景觀有機(jī)結(jié)合,改變戶外廣告一直以來重利輕益的形象,進(jìn)一步提升城市形象,增加城市認(rèn)同感。以人為本的意識(shí),從人性的角度出發(fā),使戶外廣告在創(chuàng)意、內(nèi)容和設(shè)置上都能體現(xiàn)出一種對人性的關(guān)懷,拉近與受眾之間的距離。戶外廣告的對象是人,人的視覺、人的行為、人的心理直接關(guān)系到戶外廣告的效應(yīng)；場所意識(shí),包括了地域文化分析、地形分析、氣候分析、交通分析、人流分析等等。當(dāng)整個(gè)景觀規(guī)劃完成時(shí),場所意識(shí)又是衡量景觀成敗與否的關(guān)鍵,好的景觀設(shè)計(jì)能讓人產(chǎn)生一種特定的空間感,一種場所體驗(yàn)。本節(jié)從尺度、色彩和互動(dòng)這三方面出發(fā),喚起戶外廣告的場所感,使其從平面信息傳達(dá)拓展到空間信息環(huán)境的營造；生態(tài)意識(shí),主要是從材料環(huán)保和環(huán)境維護(hù)兩方面入手改善戶外廣告的形象；整體意識(shí)是一種宏觀的把握能力。戶外廣告向來不缺乏個(gè)性,豐富的畫面、有趣的形式都是個(gè)性的體現(xiàn),但就城市中的景觀而言,必須用宏觀的角度去看待這個(gè)問題。沒有對整體性的把握,再美的形體或形式都只能是一些支離破碎的局部。在戶外廣告的形象規(guī)劃中必須導(dǎo)入整體意識(shí),使其各要素形成一個(gè)多元的有序的整體,以增加與城市之間的和諧統(tǒng)一。這四大景觀意識(shí)在城市景觀規(guī)劃中的作用是十分明顯的,而如今,將在這些景觀意識(shí)導(dǎo)入到戶外廣告中,并用實(shí)例來證明其有效性,對戶外廣告的形象規(guī)劃是十分有利的,這便是此次研究的創(chuàng)新點(diǎn)和價(jià)值所在。同時(shí),戶外廣告在這些景觀意識(shí)的指導(dǎo)下,能與景觀元素相融合,把人、景觀、城市和廣告聯(lián)系在一起,形成一個(gè)信息傳達(dá)的空間環(huán)境,使信息能更加準(zhǔn)確的傳遞給受眾,改善戶外廣告的形象,從而更好地促進(jìn)城市形象系統(tǒng)的建立。
[Abstract]:Outdoor advertising has become an important part of urban landscape because of its unique cultural, artistic and technical features, and it is also a form of urban art with a purpose. In the age of all kinds of information, outdoor advertisement is like the skin of the city and embodies the culture and value orientation of the city. And its location, color, form of expression directly affect the visual environment of citizens and the impression of the city. Based on the landscape characteristics of outdoor advertising, this paper studies the behavioral psychology and visual perception of human beings in the environment based on psychology, behavior and sociology. Through the investigation and analysis of a large number of outdoor advertisements at home and abroad, it is found that there are four major problems in domestic outdoor advertisements: the visual images are messy, the color is not handled properly, and the outdoor billboards are set up at will. Advertisers and advertising operators blindly pursue the amount of advertising, market competition is in a state of disorder, resulting in the abuse of media resources, outdoor advertising and urban environment is not in harmony, breaking the order of the landscape, hindering the sight, affecting the image of the city; Industry norms and a unified value evaluation system for outdoor billboards have yet to be established and lack of data guidance. Therefore, the outdoor advertising image must be a systematic planning, in order to its more healthy development. Outdoor advertising in the city, is a part of the urban landscape. In the planning of its image, it can be guided by the consciousness of urban landscape, combine outdoor advertisement with urban landscape organically, change the image of outdoor advertisement which has always been heavy profit and light benefit, further improve the city image and increase the identity of the city. The human-oriented consciousness, from the human nature angle, causes the outdoor advertisement in the creativity, the content and the setting can reflect one kind of concern to the humanity, draws the distance between the audience and the audience. The object of outdoor advertising is human, human vision, human behavior and human psychology directly related to the effect of outdoor advertising, place consciousness, including regional culture analysis, terrain analysis, climate analysis, traffic analysis, flow analysis and so on. When the whole landscape planning is completed, the sense of place is the key to evaluate the success or failure of the landscape. Good landscape design can give people a specific sense of space, a kind of place experience. This section starts from the three aspects of scale, color and interaction, evokes the sense of place of outdoor advertisement, and makes it expand from plane information communication to the construction of spatial information environment. It mainly improves the image of outdoor advertisement from the aspects of material environmental protection and environmental maintenance, and the whole consciousness is a kind of macroscopic grasp ability. Outdoor advertising is not lack of personality, rich picture, interesting form is the embodiment of personality, but as far as the landscape in the city, we must look at this problem from a macro perspective. Without a grasp of wholeness, no matter how beautiful the form or form is, it can only be a broken part. In order to increase the harmony and unity with the city, we must introduce the whole consciousness into the image planning of outdoor advertisement so as to form a pluralistic and orderly whole. The role of these four landscape awareness in urban landscape planning is very obvious, but now, it is very beneficial to the image planning of outdoor advertising to introduce these landscape consciousness into outdoor advertising and to prove its effectiveness with examples. This is the innovation and value of this study. At the same time, under the guidance of these landscape consciousness, the outdoor advertisement can merge with the landscape elements, connect people, landscape, city and advertisement together, form a spatial environment of information transmission, so that the information can be transmitted to the audience more accurately. Improve the image of outdoor advertising, so as to better promote the establishment of the city image system.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 呂祉橋;;景觀與戶外廣告設(shè)計(jì)的和諧性研究[J];包裝世界;2013年03期

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本文編號(hào)：1876061