【摘要】： 我們身處在一個(gè)廣告無(wú)處不在，無(wú)時(shí)不有的時(shí)空里，感受著廣告文明帶給我們的沖擊與震撼。廣告甚至?xí)萌嗽谛l(wèi)生間中短短幾分鐘時(shí)間的專注，炮制出各式特色的廁所廣告。全球經(jīng)濟(jì)的一體化帶動(dòng)了文明的趨同，城市廣告是國(guó)際化的現(xiàn)代社會(huì)的一種文化現(xiàn)象，即廣告文化、廣告文明。廣告是知識(shí)、技術(shù)、人才密集型的高新技術(shù)產(chǎn)業(yè)，是市場(chǎng)經(jīng)濟(jì)的先導(dǎo)產(chǎn)業(yè)，一個(gè)國(guó)家廣告發(fā)展水平，體現(xiàn)了其市場(chǎng)繁榮的程度，，從而反映出其科技、綜合經(jīng)濟(jì)實(shí)力和社會(huì)文化素質(zhì)。 本文對(duì)廣告的歷史發(fā)展，做了簡(jiǎn)單扼要的回顧。最早的廣告是口頭廣告1980年青海出土的距今6千年的陶制喇叭。世界上現(xiàn)存最早的印刷廣告物是北宋濟(jì)南劉家針?shù)亸V告銅板，內(nèi)容包含有招牌、商標(biāo)和告白，是一幅圖文并茂的印刷廣告，現(xiàn)收藏在上海博物館。古代的廣告形式除口頭廣告和實(shí)物廣告外，還有招牌廣告、中國(guó)獨(dú)特的楹聯(lián)廣告、燈籠廣告、旗幟廣告、印刷廣告、音響廣告等。其特點(diǎn)是形式古樸，內(nèi)容單一，很少或無(wú)需成本。技術(shù)不高規(guī)模較小，影響微弱，職能簡(jiǎn)單。生產(chǎn)、銷售、廣告三位一體。 1841年在費(fèi)城成立了世界上最早的廣告公司，它們通過(guò)向客戶收取服務(wù)費(fèi)的方式，在報(bào)紙上承包版位，賣(mài)給客戶，這個(gè)辦法后來(lái)推廣到雜志。這是代理制的起源。 20世紀(jì)初，是中國(guó)廣告業(yè)逐漸發(fā)達(dá)時(shí)期，上海被譽(yù)為“廣告之都”，廣告形式多樣，報(bào)紙成為主要廣告媒體。1925北京上海報(bào)紙廣告版占50％以上。電子傳播開(kāi)始興起。當(dāng)時(shí)曾非常風(fēng)行百貨公司的櫥窗廣告。還有路牌廣告、霓虹燈廣告、交通廣告、電影廣告、空中廣告、汽球廣告、郵遞廣告、幻燈廣告、電臺(tái)廣告等。1926年，第一家提供完整服務(wù)的華商廣告公司創(chuàng)立。特點(diǎn)是廣告機(jī)構(gòu)多，媒介種類多，有簡(jiǎn)單的策劃，效果顯著，藝術(shù)水平較高，出現(xiàn)了法制管理�！拔母铩睆V告活動(dòng)幾乎停頓。“紅海洋”的政治廣告。目前，社會(huì)經(jīng)濟(jì)持續(xù)穩(wěn)定的發(fā)展。城鄉(xiāng)市場(chǎng)繁榮興旺，商業(yè)活動(dòng)異�；钴S，我國(guó)傳播媒介發(fā)展也極為迅速，已經(jīng)發(fā)展成為種類齊全、輻射面寬、覆蓋率高的傳播媒介體系。 廣告心理學(xué)就是研究怎樣將這些原理用于廣告，使廣告符合消費(fèi)者的心理，能夠被大眾所接受，充分發(fā)揮出廣告的功能。要在市場(chǎng)營(yíng)銷中充分的了解和調(diào)動(dòng)消費(fèi) 者的心理需求和心理過(guò)程。還要通過(guò)廣告的心理戰(zhàn)術(shù)，如選擇合適的媒體；刺激購(gòu) 買(mǎi)的欲望；利用視覺(jué)和心理暗示；獨(dú)特賣(mài)點(diǎn)廣告來(lái)達(dá)到預(yù)期的效果。 廣告主要是一種商業(yè)行為（除公益廣告之外），它的功能是傳達(dá)商品信息，目的 是促進(jìn)銷售。所以廣告是與市場(chǎng)、消費(fèi)者。產(chǎn)品和媒體密切相關(guān)的。 本文為未來(lái)城市廣告活動(dòng)的發(fā)展做了展望，主要有幾個(gè)發(fā)展方向：廣告是城市 形象系統(tǒng)建立與推廣的主要力量；網(wǎng)絡(luò)廣告必將成為未來(lái)廣告的主要媒體形式；城 市廣告發(fā)展必須建立在行業(yè)規(guī)范的基礎(chǔ)之上；面向未來(lái)，實(shí)施可持續(xù)發(fā)展戰(zhàn)略才是一 長(zhǎng)遠(yuǎn)之計(jì)。 廣告是現(xiàn)代和未來(lái)城市不可缺少的，是構(gòu)筑整個(gè)龐大的城市形象系統(tǒng)的重要組 成部分。無(wú)論是城市形象系統(tǒng)還是城市廣告研究，都是一種視覺(jué)的傳達(dá)，都必須從 人的生理及心理因素出發(fā)，從人對(duì)外部世界的認(rèn)知開(kāi)始。對(duì)城市形象系統(tǒng)的深層探 索要從人的感知的角度，去研究我們所生活其中的城市。城市形象系統(tǒng)在視覺(jué)傳達(dá) 中，依靠多種主導(dǎo)性的視覺(jué)要素（線條、形態(tài)、色彩、空間、時(shí)間、質(zhì)感等）和視 覺(jué)的心理因素。才能完整地系統(tǒng)地表達(dá)完善。要從視覺(jué)認(rèn)知的基礎(chǔ)元素出發(fā)，分析． 構(gòu)成城市印象的各種要素，以良好的視覺(jué)傳達(dá)方式，完成視覺(jué)的理解性。并能自覺(jué) 地運(yùn)用這種理解，思索，去實(shí)現(xiàn)每一個(gè)特定城市形象的審美創(chuàng)造。＿ 廣告設(shè)計(jì)是一種有目的性的審美創(chuàng)造活動(dòng)，是有其價(jià)值的。廣告作品的價(jià)值構(gòu) 成廣告作品具有知識(shí)、道德和審美三重價(jià)值，是真、善、美的統(tǒng)一。形式美是美的 一種表達(dá)，它有著特定的規(guī)律和法則。如：點(diǎn)、線、面結(jié)合；變化與統(tǒng)一、對(duì)比與 和諧、對(duì)稱與均衡、節(jié)奏與韻律、比例與尺度、整齊與協(xié)調(diào)等。 文章的最后，提出了數(shù)字時(shí)代的設(shè)計(jì)理念，互聯(lián)網(wǎng)的迅猛發(fā)展，計(jì)算機(jī)技術(shù)的 日新月異，使得人類進(jìn)入了一個(gè)信息爆炸的新時(shí)代。對(duì)人類的社會(huì)、經(jīng)濟(jì)、文化的 每一個(gè)方面產(chǎn)生了深遠(yuǎn)的影響。計(jì)算機(jī)的應(yīng)用極大地改變了以往技術(shù)手段，新的計(jì) 算機(jī)高新技術(shù)開(kāi)拓了越來(lái)越多的嶄新領(lǐng)域，先進(jìn)的技術(shù)必須與完善的思維相結(jié)合， ‘才能使技術(shù)人性化，真正服務(wù)于人類。同時(shí)關(guān)注了綠色設(shè)計(jì)，倡導(dǎo)人性化設(shè)計(jì)的思 。路，提出以人為本的人性化設(shè)計(jì)，是未來(lái)的發(fā)展趨勢(shì)。設(shè)計(jì)人性化是設(shè)計(jì)中“人性” 與“物化”的統(tǒng)一。進(jìn)入20世紀(jì)90年代，綠色設(shè)計(jì)的概念應(yīng)運(yùn)而生，成為當(dāng)今設(shè) 計(jì)發(fā)展的重要趨勢(shì)之一。綠色設(shè)計(jì)不僅成了城市塑造完美形象的一種公關(guān)策略，也 迎合了消費(fèi)者日益增強(qiáng)的環(huán)保意識(shí)。進(jìn)入ZI
[Abstract]:We are in a place where an advertisement is everywhere, there is no time and space, we feel the impact and shock that the advertisement civilization brings us. Advertising may even take advantage of people's focus in a few minutes in the bathroom, processing a variety of distinctive toilet ads. The integration of the global economy drives the convergence of civilization, and the city advertisement is a cultural phenomenon of the international modern society, namely advertising culture and advertisement civilization. Advertising is a high-tech industry with knowledge, technology and talent-intensive. It is the leading industry of market economy. The level of national advertisement development reflects the degree of its market prosperity, thus reflecting its science and technology, comprehensive economic strength and social cultural quality. In this paper, the historical development of advertisement, A brief review was made. The earliest advertisement was the distance from Qinghai unearthed in Qinghai in 1980. The earliest printed advertisement in the world is the advertisement copper plate of Jinan Liujia Needle in Northern Song Dynasty. The contents include signboard, trademark and confession. It is a printed advertisement with pictures and texts. It is now collected in Shanghai Museum. In ancient advertising forms, except for verbal and in-kind advertisements, there are signboard advertisements, China's unique advertising, lantern advertisement, banner ad, printing Brush advertisement, audio advertisement, etc. Its characteristic is simple and simple, content sheet one, little or no cost is not required. technology is not high in size, The effect is weak, the function is simple, the production, Sales, advertising trinity. In 1841, the world's earliest advertising company was set up in Philadelphia, which is contracted in newspapers by charging customers a service fee Release bit, sell it to the customer, that's it The method was later extended to the magazine. This is the origin of agency system. At the beginning of the 20th century, China's advertising industry was developed in a gradually developed period, and Shanghai was praised as" all "of" advertising. "Paper becomes the main advertising media. 1925 Beijing Shanghai Newspaper Advertising Edition accounting for 50 More than%. The electronic spread began to rise. There was a very popular shop window ad. There were street ads, neon ads, traffic ads, movie ads, air ads, balloon ads, post ads, slide ads, electricity, Advertising, etc. In 1926, the first Chinese company to provide full service was founded. It is characterized by many advertising agencies and media. There are many kinds, and there are Simple planning, effect display. ..art water. high level, appearance Legal management. Advertising activities of" Cultural Revolution "There is a pause. The political advertisement of" Red Sea ". At present, the social economy continues to be stable and stable. The urban and rural markets are flourishing, the commercial activities are abnormal, and the development of the media in our country is also very Xun Speed has developed into a media system with complete variety, wide radiation surface and high coverage. Advertising psychology is the study of how to Some principles are used for advertising and advertising is in line with the consumer's Psychology, can be accepted by the masses, Give full play to the function of advertising. Be well informed in marketing. Mobilizing consumer's psychological needs A psychological process, such as the selection of appropriate media; stimulus purchases. buy A desire to use visual and psychological cues.; a unique selling point advertisement to reach the pre-The effect of the period. The advertisement is mainly a kind of advertisement (besides the public welfare advertisement).), its function is to convey the commodity information, the purpose is to promote the sale. So wide sue It is closely related to the market, consumer, product and media. This article is the future city advertising Development has been looking forward, mainly with several directions of development: advertisement is the city image System establishment The main force of promotion; the network advertisement will become the main media form of the future advertisement; the city The development of city advertisement must be established on the basis of industry norm above; future-oriented, implementation may The strategy for sustainable development is a long-term measure. advertising It is indispensable to modern and future cities. It is an important group to construct the whole large city image system. become part. Whether the urban image system also It's a city advertisement research. It's a visual communication. All must start from human physiological and psychological factors, from outside to outside Recognition of the World Know the beginning. The deep exploration of the urban image system asks for the people visionless The perceived angle to study the city in which we live. The city image system in visual communication In a variety of dominant visual elements (lines, shapes, colors,, space, time,, texture, etc.) and vision Psychological factors of perception can be fully and systematically expressed. We should start and analyze from the basic elements of visual cognition. All kinds of factors that make up the city impression, in good visual communication way, complete the visual understanding. And can By using this understanding and thinking consciously, To achieve every particular city image. Aesthetic Creation. _ Advertising design is a purpose-oriented aesthetic creation activity. It has its value. The value of advertising works is designed to have knowledge and morality in advertising works. and aesthetic triple value, is true, good, beautiful unification. Beauty is a form of beauty Dada It has specific laws and laws, such as: point, line, plane combination; change Nationalization and unification, comparison and Harmony, right Balance, rhythm and rhythm, proportion and scale, orderliness and coordination, etc. The end of the article The design concept of the digital era and the rapid development and calculation of the Internet have been put forward. The New Year of the Machine Technology The moon is different, so that
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2003
【分類號(hào)】：J524

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