【摘要】：我國(guó)當(dāng)前經(jīng)濟(jì)飛速發(fā)展,人口增加,城市化進(jìn)程加劇給我們的城市帶來了諸多壓力。飛速發(fā)展的經(jīng)濟(jì)刺激了商業(yè)的日漸繁榮,擴(kuò)大了戶外廣告的需求。作為一個(gè)集文化現(xiàn)象、商業(yè)手段、先進(jìn)技術(shù)應(yīng)用于一身的重要載體,戶外廣告給我們的城市帶來了新的風(fēng)氣,同時(shí)也給城市帶來了一系列的問題。本文對(duì)城市戶外廣告的現(xiàn)狀進(jìn)行仔細(xì)分析,并從規(guī)范化、多元化、可持續(xù)設(shè)計(jì)三個(gè)方面闡述了城市戶外廣告設(shè)置的原則和改善意見,并通過對(duì)案例的分析論證研究的成果。 城市戶外廣告發(fā)展到今天,對(duì)促進(jìn)經(jīng)濟(jì)發(fā)展、提升城市品位有著積極的意義,好的城市戶外廣告對(duì)我們的城市是一幅幅各具特色的宣傳畫,是城市的名片。但城市戶外廣告如果設(shè)置不合理,設(shè)計(jì)水平低下則會(huì)起到明顯的負(fù)面作用。所以我們對(duì)城市戶外廣告的設(shè)置必須有合理的規(guī)劃,并通過一定的規(guī)范來控制戶外廣告的設(shè)計(jì)。 城市戶外廣告是城市信息系統(tǒng)的一部分,本文研究了城市公共信息系統(tǒng)的設(shè)置規(guī)范與規(guī)律,并整理出它與城市戶外廣告設(shè)計(jì)的城市功能的內(nèi)在聯(lián)系;結(jié)合目前國(guó)家相關(guān)法律法規(guī),從中歸納了規(guī)范目前戶外廣告設(shè)置和設(shè)計(jì)的幾條要點(diǎn)。戶外廣告有著悠久的歷史,發(fā)展到今天,涉及的范圍已越來越寬泛。文章通過其與建筑的關(guān)系研究、制作材料和制作工藝的運(yùn)用研究、傳播途徑的多樣化研究、及其與城市的各種文化特征的融合研究,闡述了城市戶外廣告多元化發(fā)展之路。 鑒于城市化進(jìn)程的不斷加快,以及戶外廣告的可持續(xù)性,本文從控制污染源、控制戶外廣告有效面積與尺度、環(huán)保材料的利用、戶外廣告的先進(jìn)制造技術(shù)等四個(gè)方面進(jìn)行了闡述。 最后,論文還運(yùn)用上述理論分別對(duì)鎮(zhèn)江市戶外廣告設(shè)置實(shí)例和長(zhǎng)沙市戶外廣告設(shè)置規(guī)劃進(jìn)行了分析。
[Abstract]:The rapid development of economy, the increase of population and the aggravation of urbanization have brought a lot of pressure to our city. The booming economy has stimulated the prosperity of commerce and expanded the demand for outdoor advertising. As an important carrier of cultural phenomenon, commercial means and advanced technology application, outdoor advertising has brought a new atmosphere to our city, at the same time, it has also brought a series of problems to the city. This paper makes a careful analysis of the present situation of urban outdoor advertising, and expounds the principles and suggestions for improvement of urban outdoor advertising from three aspects of standardization, diversification and sustainable design, and through the analysis and demonstration of the results of the case study. The development of urban outdoor advertising to today, to promote economic development, improve the city grade has a positive significance, good urban outdoor advertising to our city is one after another with their own characteristics of posters, is a city business card. However, if the urban outdoor advertising is not reasonable, the low level of design will play a significant negative role. Therefore, we must have reasonable planning for the setting of urban outdoor advertising, and control the design of outdoor advertising through certain norms. Urban outdoor advertising is a part of urban information system. This paper studies the norms and rules of urban public information system, and arranges the internal relationship between it and the urban function of urban outdoor advertising design. Combined with the relevant national laws and regulations, this paper sums up several key points of regulating outdoor advertisement setting and design at present. Outdoor advertising has a long history, the development of today, the scope has been more and more broad. Through the study of its relationship with architecture, the application of production materials and production techniques, the diversification of communication channels, and the fusion of various cultural characteristics with the city, the paper expounds the road of diversified development of urban outdoor advertising. In view of the accelerating process of urbanization and the sustainability of outdoor advertising, this paper focuses on the control of pollution sources, the control of the effective area and scale of outdoor advertising, and the use of environmental protection materials. The advanced manufacturing technology of outdoor advertisement is expounded in four aspects. At last, the paper analyzes the example of setting up outdoor advertisement in Zhenjiang city and the plan of setting up outdoor advertisement in Changsha city by using the above theory.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.8

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