本文選題：立體廣告 + 環(huán)境影響��； 參考：《陜西科技大學(xué)》2013年碩士論文

【摘要】：本文主要講述在當(dāng)今社會(huì)的飛速發(fā)展的情況下，在環(huán)境的影響下立體廣告的放置以及設(shè)計(jì)師是如何進(jìn)行創(chuàng)意思維等問題展開研究。如何處理廣告與環(huán)境的關(guān)系是至關(guān)重要的，它不但與城市的政治經(jīng)濟(jì)文明建設(shè)密切相關(guān)，同時(shí)還制約著城市的建筑、交通以及整個(gè)城市的市容市貌。在上世紀(jì)出現(xiàn)的廣告就是因?yàn)閷?duì)環(huán)境的不了解，曾一度給城市的文明建設(shè)帶來很大的難題。當(dāng)今社會(huì)，，伴隨著城市建設(shè)的飛速發(fā)展，人們物質(zhì)生活水平的提高致使大眾在不斷的追求精神層面的突破。正是因?yàn)檫@種需要，從而導(dǎo)致了之前那些涉及粗糙制作簡(jiǎn)單的廣告作品得到了有效的控制，并且當(dāng)下的設(shè)計(jì)師所設(shè)計(jì)的作品都朝著高質(zhì)量的方向轉(zhuǎn)變，打破了原來的傳統(tǒng)模式，由原來的低水平高產(chǎn)量的模式轉(zhuǎn)變?yōu)楦呶幕瘍?nèi)涵以及傳播效果的設(shè)計(jì)方式，這一轉(zhuǎn)變最主要體現(xiàn)在設(shè)計(jì)師新穎的創(chuàng)意以及對(duì)于受眾的深入了解上。隨著科學(xué)技術(shù)的發(fā)展，傳播媒介的形式也在不斷的更新，廣告由之前的平面的廣告發(fā)展到現(xiàn)如今的多維廣告，從而更好的與環(huán)境相適應(yīng)，達(dá)到較強(qiáng)的視覺沖擊力。 廣告與城市環(huán)境相融合，在大的環(huán)境下，廣告是其密不可分的一部分，它充斥著城市的每一個(gè)角落，因此，兩者的關(guān)系并不僅僅是相互融合，在融合的基礎(chǔ)上我們還要考慮到廣告與環(huán)境以及受眾這三者之間的關(guān)系。一個(gè)好的廣告作品就是要認(rèn)真探究廣告本身與環(huán)境以及受眾這三者的關(guān)系，只有這樣才能使廣告本身更具傳播效果同時(shí)城市的建設(shè)也會(huì)得到明顯的提高。 論文主要針對(duì)濟(jì)南市的立體廣告進(jìn)行實(shí)際的調(diào)研取證，采用多種手法比如，對(duì)不同類型、不同地區(qū)的廣告進(jìn)行分類比較，通過統(tǒng)計(jì)等方法進(jìn)行更深層次的剖析，同時(shí)通過對(duì)國(guó)內(nèi)外優(yōu)秀大師廣告作品的研究，得出具體的方案，論文著重從兩點(diǎn)進(jìn)行論述。第一，在環(huán)境影響下設(shè)計(jì)師怎樣結(jié)合環(huán)境要素進(jìn)行創(chuàng)新的設(shè)計(jì)。其中包括新穎的創(chuàng)意以及設(shè)計(jì)的創(chuàng)新，重點(diǎn)在于深入的剖析當(dāng)今廣告媒介的創(chuàng)意的思維及在高技術(shù)水平的影響下廣告的多維發(fā)展趨向，從而更全面的了解廣告是怎樣實(shí)現(xiàn)的多維發(fā)展，這種發(fā)展趨勢(shì)不僅使廣告本身更能適應(yīng)社會(huì)的發(fā)展還促使廣告本身走上了一條綠色的發(fā)展的道路。第二，通過不同的探索研究得出設(shè)計(jì)符號(hào)的構(gòu)建，這樣可以使僅有的信息編織成強(qiáng)有力的傳播符號(hào)，達(dá)到更好的傳播效果，同時(shí)也降低了某些廣告的抽象化從而使更多的受眾接受并且看懂，這樣一來一方面能更有效的實(shí)現(xiàn)信息的傳播一方面也使信息的價(jià)值得到更好的提高，得出語言符號(hào)的構(gòu)建在廣告設(shè)計(jì)中的重要作用；還有論文從廣告產(chǎn)生的不同效果進(jìn)行闡述并且對(duì)每一種影響因子都進(jìn)行強(qiáng)而有力的分析與篩選，促使文章的前后呼應(yīng)，意在把設(shè)計(jì)手法與環(huán)境因素有力的結(jié)合起來從而尋找不同的切合點(diǎn)，通過改變受眾來實(shí)現(xiàn)廣告的高效傳播，同時(shí)針對(duì)立體廣告的特性，結(jié)合不同的環(huán)境因素從而體現(xiàn)本次研究的利弊，為以后的廣告在城市中運(yùn)用提供一些借鑒。
[Abstract]:This paper is mainly about the research on the placement of three-dimensional advertising and how the designer is creative thinking under the circumstances of the rapid development of the society. How to deal with the relationship between advertising and the environment is very important. It is not only closely related to the construction of the political and economic civilization of the city, but also restricts the development of the city's political and economic civilization. The city's architecture, traffic and the city's appearance. In the last century, the advertisement was because of the lack of understanding of the environment. It once brought a big problem to the civilization construction of the city. Today, with the rapid development of urban construction, the improvement of the people's material living standard has led the public to pursue the spiritual level. It is because of this need, which has led to the effective control of the previously rough and simple advertising works, and the work designed by the current designer has changed in the high quality direction, breaking the traditional pattern, transforming the original low level and high output model into a more cultural connotation. With the development of the science and technology, the form of the media is constantly updated, and the advertising has developed from the previous plane advertising to the present multidimensional advertising, so as to better adapt to the environment. Achieve strong visual impact.
Advertising is integrated with the urban environment. In a large environment, advertising is an inseparable part of the city. It is full of every corner of the city. Therefore, the relationship between the two is not only a fusion. On the basis of integration, we have to take into account the relationship between the advertising and the environment and the audience of the three. A good advertising work is We should conscientiously explore the relationship between the three of the advertising itself and the environment and the audience. Only in this way can the advertising itself be more effective and the construction of the city will be greatly improved.
According to the actual research and collection of the three-dimensional advertising in Ji'nan, the paper uses a variety of techniques, such as the classification and comparison of different types and different areas, through the statistics and other methods to make a deeper analysis. At the same time, through the research on the outstanding masters of the masters at home and abroad, the concrete plan is obtained. The thesis focuses on the two. The first is how designers combine environmental factors with environmental factors to make innovative designs, including innovative ideas and design innovations. The emphasis is on the in-depth analysis of the creative thinking of today's advertising media and the multidimensional trend of advertising under the influence of high technology, thus more comprehensive understanding of advertising. How to achieve the multi-dimensional development, this development trend not only makes the advertising itself more suitable for the development of the society, but also promotes the advertising itself on a green development road. Second, the construction of the design symbols is obtained through different exploration and research, so that the only information can be woven into a strong communication symbol to achieve better results. At the same time, it also reduces the abstraction of some advertisements so that more audience can accept and understand. In this way, the dissemination of information is more effective and the value of information is improved better, and the important role of the construction of language symbols in advertising design is obtained; and the paper is produced from advertising. The different effects are expounded and the strong and powerful analysis and screening of each influence factor have been carried out to encourage the articles to be echoed before and after. It is intended to combine the design techniques with the environmental factors to find different junctions, and to realize the efficient dissemination of advertising by changing the audience. At the same time, the characteristics of the stereoscopic advertisements are made. Different environmental factors can reflect the advantages and disadvantages of this study, and provide some reference for future advertising in urban areas.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J524.3

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