未來城市廣告發(fā)展趨勢和設(shè)計美學(xué)研究
發(fā)布時間：2018-10-29 21:05
【摘要】： 我們身處在一個廣告無處不在，無時不有的時空里，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間的專注，炮制出各式特色的廁所廣告。全球經(jīng)濟的一體化帶動了文明的趨同，城市廣告是國際化的現(xiàn)代社會的一種文化現(xiàn)象，即廣告文化、廣告文明。廣告是知識、技術(shù)、人才密集型的高新技術(shù)產(chǎn)業(yè)，是市場經(jīng)濟的先導(dǎo)產(chǎn)業(yè)，一個國家廣告發(fā)展水平，體現(xiàn)了其市場繁榮的程度，，從而反映出其科技、綜合經(jīng)濟實力和社會文化素質(zhì)。 本文對廣告的歷史發(fā)展，做了簡單扼要的回顧。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南劉家針鋪廣告銅板，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物廣告外，還有招牌廣告、中國獨特的楹聯(lián)廣告、燈籠廣告、旗幟廣告、印刷廣告、音響廣告等。其特點是形式古樸，內(nèi)容單一，很少或無需成本。技術(shù)不高規(guī)模較小，影響微弱，職能簡單。生產(chǎn)、銷售、廣告三位一體。 1841年在費城成立了世界上最早的廣告公司，它們通過向客戶收取服務(wù)費的方式，在報紙上承包版位，賣給客戶，這個辦法后來推廣到雜志。這是代理制的起源。 20世紀(jì)初，是中國廣告業(yè)逐漸發(fā)達時期，上海被譽為“廣告之都”，廣告形式多樣，報紙成為主要廣告媒體。1925北京上海報紙廣告版占50％以上。電子傳播開始興起。當(dāng)時曾非常風(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。特點是廣告機構(gòu)多，媒介種類多，有簡單的策劃，效果顯著，藝術(shù)水平較高，出現(xiàn)了法制管理�！拔母铩睆V告活動幾乎停頓。“紅海洋”的政治廣告。目前，社會經(jīng)濟持續(xù)穩(wěn)定的發(fā)展。城鄉(xiāng)市場繁榮興旺，商業(yè)活動異常活躍，我國傳播媒介發(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。要在市場營銷中充分的了解和調(diào)動消費 者的心理需求和心理過程。還要通過廣告的心理戰(zhàn)術(shù)，如選擇合適的媒體；刺激購 買的欲望；利用視覺和心理暗示；獨特賣點廣告來達到預(yù)期的效果。 廣告主要是一種商業(yè)行為（除公益廣告之外），它的功能是傳達商品信息，目的 是促進銷售。所以廣告是與市場、消費者。產(chǎn)品和媒體密切相關(guān)的。 本文為未來城市廣告活動的發(fā)展做了展望，主要有幾個發(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，實施可持續(xù)發(fā)展戰(zhàn)略才是一 長遠之計。 廣告是現(xiàn)代和未來城市不可缺少的，是構(gòu)筑整個龐大的城市形象系統(tǒng)的重要組 成部分。無論是城市形象系統(tǒng)還是城市廣告研究，都是一種視覺的傳達，都必須從 人的生理及心理因素出發(fā)，從人對外部世界的認知開始。對城市形象系統(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)在視覺傳達 中，依靠多種主導(dǎo)性的視覺要素（線條、形態(tài)、色彩、空間、時間、質(zhì)感等）和視 覺的心理因素。才能完整地系統(tǒng)地表達完善。要從視覺認知的基礎(chǔ)元素出發(fā)，分析． 構(gòu)成城市印象的各種要素，以良好的視覺傳達方式，完成視覺的理解性。并能自覺 地運用這種理解，思索，去實現(xiàn)每一個特定城市形象的審美創(chuàng)造。＿ 廣告設(shè)計是一種有目的性的審美創(chuàng)造活動，是有其價值的。廣告作品的價值構(gòu) 成廣告作品具有知識、道德和審美三重價值，是真、善、美的統(tǒng)一。形式美是美的 一種表達，它有著特定的規(guī)律和法則。如：點、線、面結(jié)合；變化與統(tǒng)一、對比與 和諧、對稱與均衡、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)字時代的設(shè)計理念，互聯(lián)網(wǎng)的迅猛發(fā)展，計算機技術(shù)的 日新月異，使得人類進入了一個信息爆炸的新時代。對人類的社會、經(jīng)濟、文化的 每一個方面產(chǎn)生了深遠的影響。計算機的應(yīng)用極大地改變了以往技術(shù)手段，新的計 算機高新技術(shù)開拓了越來越多的嶄新領(lǐng)域，先進的技術(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。同時關(guān)注了綠色設(shè)計，倡導(dǎo)人性化設(shè)計的思 。路，提出以人為本的人性化設(shè)計，是未來的發(fā)展趨勢。設(shè)計人性化是設(shè)計中“人性” 與“物化”的統(tǒng)一。進入20世紀(jì)90年代，綠色設(shè)計的概念應(yīng)運而生，成為當(dāng)今設(shè) 計發(fā)展的重要趨勢之一。綠色設(shè)計不僅成了城市塑造完美形象的一種公關(guān)策略，也 迎合了消費者日益增強的環(huán)保意識。進入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)位級別】：碩士
【學(xué)位授予年份】：2003
【分類號】：J524
[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)位級別】：碩士
【學(xué)位授予年份】：2003
【分類號】：J524
【相似文獻】
相關(guān)期刊論文 前10條
1 李龍生;設(shè)計美學(xué)中的形式美探析[J];武漢科技學(xué)院學(xué)報;2005年06期
2 梁燕;;淺談設(shè)計美學(xué)觀[J];商業(yè)文化(學(xué)術(shù)版);2010年01期
3 裴元生;;試論現(xiàn)代設(shè)計美學(xué)的人文發(fā)展新境界[J];美術(shù)大觀;2008年02期
4 張彥;;人文價值在產(chǎn)品美學(xué)中的體現(xiàn)[J];文學(xué)界(理論版);2010年04期
5 陳冀湘;任輝;;現(xiàn)代設(shè)計美學(xué)價值取向探析[J];藝海;2011年02期
6 凌維;大艦;;經(jīng)濟學(xué)家眼里的設(shè)計美學(xué)——訪中國經(jīng)濟體制改革研究會副會長、總干事童大林[J];裝飾;1990年03期
7 黃強苓;論現(xiàn)代設(shè)計美學(xué)的價值特征與發(fā)展歷程[J];裝飾;2004年09期
8 王立娟;;設(shè)計美學(xué)[J];藝術(shù)與設(shè)計(理論);2008年03期
9 李景華;丁艷嬌;;設(shè)計美學(xué)觀——設(shè)計要有內(nèi)涵[J];藝術(shù)與設(shè)計(理論);2008年03期
10 張春記;中國現(xiàn)代設(shè)計理論建設(shè)的一塊基石──<<現(xiàn)代設(shè)計美學(xué)>>問世[J];美術(shù)之友;1999年05期
相關(guān)會議論文 前6條
1 劉月林;張玉江;;中國古典家具設(shè)計特征解析[A];2006年中國機械工程學(xué)會年會暨中國工程院機械與運載工程學(xué)部首屆年會論文集[C];2006年
2 賈京生;;“尚象”——中國傳統(tǒng)圖形設(shè)計思想的價值[A];“歲寒三友——詩意的設(shè)計”——兩岸三地中國傳統(tǒng)圖形與現(xiàn)代視覺設(shè)計學(xué)術(shù)研討會論文集[C];2004年
3 王天真;;期刊封面設(shè)計創(chuàng)新五要[A];中國編輯學(xué)會第十屆年會論文集[C];2005年
4 李映彤;;創(chuàng)作與設(shè)計[A];湖北省第十一屆楚天創(chuàng)新包裝設(shè)計評比論文集[C];2004年
5 陳開宇;;美的空間——兼談博物館空間藝術(shù)設(shè)計的美學(xué)特征[A];新世紀(jì)博物館的實踐與思考——北京博物館學(xué)會第五屆學(xué)術(shù)會議論文集[C];2007年
6 張久美;張玲玉;胡光忠;;酒包裝中設(shè)計元素的美學(xué)地位[A];第十三屆全國包裝工程學(xué)術(shù)會議論文集[C];2010年
相關(guān)重要報紙文章 前10條
1 ;諾基亞7280意想不到的設(shè)計美學(xué)[N];國際商報;2005年
2 劉 永;第39屆世界廣告大會組委會鳴鑼[N];中國工商報;2004年
3 福建泉州師范學(xué)院 黃曦農(nóng);包豪斯設(shè)計美學(xué)探討[N];美術(shù)報;2003年
4 本報記者 李寧;我們?yōu)檎l設(shè)計[N];國際商報;2010年
5 肖林霞;審美與藝術(shù)的當(dāng)代審視[N];甘肅日報;2003年
6 黃丹麾;生態(tài)設(shè)計的美學(xué)研究（二）[N];美術(shù)報;2005年
7 萬磊;現(xiàn)代設(shè)計及美學(xué)[N];美術(shù)報;2005年
8 王峰;東風(fēng)標(biāo)致207盡顯設(shè)計美學(xué)[N];國際商報;2009年
9 匯文;在設(shè)計中尋找快樂[N];中國包裝報;2004年
10 常偉;手腕上的“月份牌”[N];財經(jīng)時報;2006年
相關(guān)博士學(xué)位論文 前2條
1 朱潔;張衡造物藝術(shù)思想研究[D];武漢理工大學(xué);2009年
2 李健;汽車標(biāo)志設(shè)計研究[D];吉林大學(xué);2012年
相關(guān)碩士學(xué)位論文 前10條
1 王朝霞;未來城市廣告發(fā)展趨勢和設(shè)計美學(xué)研究[D];武漢理工大學(xué);2003年
2 張玲玲;明代冕服所體現(xiàn)的設(shè)計美學(xué)思想[D];山東大學(xué);2011年
3 陳e
本文編號：2298826
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2298826.html
最近更新
教材專著
