【摘要】： 20世紀(jì)90年代以來,戶外廣告逐漸成為新興的大眾媒體。一方面,隨著經(jīng)濟(jì)的發(fā)展和人際交往的頻繁,人們的戶外活動越來越多,這為戶外廣告的發(fā)展提供了基礎(chǔ)。另一方面,隨著城市的發(fā)展和城市人口的增加,戶外活動帶來的交通堵塞,導(dǎo)致人們花在交通上的時間大大增加。 正如Asia poster(亞洲戶外)公司的CEO史默伍德所說,“戶外廣告才是真正的大眾媒體。不是所有人都看電視、讀報紙或者上網(wǎng),但是任何人只要離開家,就會看到戶外廣告�！痹趹敉鈴V告蓬勃發(fā)展的同時,戶外廣告的設(shè)計缺乏相關(guān)的理論指導(dǎo),從而暴露出大量的問題。要么缺乏創(chuàng)意,僅是平面作品的移植和嫁接;要么過于簡單,只是變大廣告語字體、突出品牌標(biāo)識,并沒有進(jìn)行有針對性的考慮。問題的根源在于戶外廣告有自身的媒介特性,有自己的傳播特點,其設(shè)計不能完全照搬平面廣告設(shè)計的相關(guān)理論,應(yīng)該依據(jù)自身的特點探索一套適合自己的設(shè)計理論。 本文的研究從戶外廣告的終端用戶——廣告受眾入手,針對戶外廣告要取得的效果,以受眾的認(rèn)知心理特點為依據(jù),引入了設(shè)計心理學(xué)的研究內(nèi)容,以期研究結(jié)論能指導(dǎo)戶外廣告的設(shè)計。 本文在對戶外廣告的研究中引入設(shè)計心理學(xué),從設(shè)計心理學(xué)的角度,分析了戶外廣告受眾的認(rèn)知心理過程。在具體的分析中,以受眾的認(rèn)知心理特點為依據(jù),將戶外廣告的設(shè)計看作一個完整的認(rèn)知過程,使戶外廣告的設(shè)計與受眾的認(rèn)知過程互動起來,在二者的互動研究中創(chuàng)造性地提出適用于戶外廣告的設(shè)計原則。同時針對消費者更注重廣告的情感附加值的特點,將設(shè)計上升到情感體驗的層次,提出了戶外廣告的情感體驗設(shè)計的概念和戶外廣告情感體驗設(shè)計的心理策略。最后,在戶外廣告的設(shè)計心理研究的基礎(chǔ)上,從設(shè)計角度提出了戶外廣告的設(shè)計程序,并對戶外廣告發(fā)展趨勢進(jìn)行了展望。 本文的研究意義在于:通過對戶外廣告認(rèn)知心理體系的分析與研究,提出了戶外廣告的設(shè)計原則和心理策略,為戶外廣告的設(shè)計提供了理論指導(dǎo),同時改善了目前戶外廣告設(shè)計無章可循的局面。
[Abstract]:Since the 1990s, outdoor advertising has gradually become a new mass media. On the one hand, with the economic development and frequent interpersonal communication, more and more people's outdoor activities, which provides a basis for the development of outdoor advertising. The time spent on transportation has increased greatly.
As Asia poster CEO Smolwood said, "Outdoor advertising is the real mass media. Not everyone watches TV, reads newspapers or surfs the Internet, but anyone who leaves home sees it." While outdoor advertising is booming, the design of outdoor advertising lacks relevant theoretical guidance. The root of the problem lies in the fact that outdoor advertisements have their own media characteristics and communication characteristics, and their designs can not be fully taken into account. Copying the relevant theory of graphic advertising design, we should explore a set of design theory suitable for ourselves according to its own characteristics.
This paper starts with the end-user of outdoor Advertisement-The advertising audience, aiming at the effect of outdoor advertisement, and based on the cognitive psychological characteristics of the audience, introduces the research content of design psychology, hoping that the research conclusion can guide the design of outdoor advertisement.
In this paper, design psychology is introduced into the study of outdoor advertising, and the cognitive psychological process of outdoor advertising audience is analyzed from the perspective of design psychology. The process interacts with each other and creatively puts forward the design principles suitable for outdoor advertisement in the study of the interaction between them. At the same time, aiming at the characteristics that consumers pay more attention to the emotional added value of advertisement, the design rises to the level of emotional experience, and puts forward the concept of emotional experience design of outdoor advertisement and the psychology of emotional experience design of outdoor advertisement. Finally, on the basis of the research on the design psychology of outdoor advertising, the design procedure of outdoor advertising is put forward from the design point of view, and the development trend of outdoor advertising is prospected.
The significance of this study lies in: through the analysis and study of the cognitive psychological system of outdoor advertising, the design principles and psychological strategies of outdoor advertising are put forward, which provides theoretical guidance for the design of outdoor advertising, and improves the current situation that outdoor advertising design has no rules to follow.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李斯;廣州城市形象視覺傳達(dá)設(shè)計研究[D];東北林業(yè)大學(xué);2011年

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本文編號：2236986