【摘要】： 近幾年來(lái)，，廣告充斥著城市的大街小巷，傳遞著各種各樣的信息，在城市環(huán)境中所占份量越來(lái)越大，但在城市建設(shè)工作中卻沒(méi)有得到足夠的重視；而且廣告在規(guī)劃的各項(xiàng)工作中沒(méi)有明確的法律依據(jù)；這對(duì)城市的環(huán)境質(zhì)量，城市形象，城市的綜合競(jìng)爭(zhēng)力，帶來(lái)了一些負(fù)面因素。 廣告是一項(xiàng)重要產(chǎn)業(yè)，可以加速商品的流通速度，提高企業(yè)的形象地位，改善城市的經(jīng)濟(jì)收入，它是城市建設(shè)中不可缺少的元素。今天，我們提倡把城市的有效資源，作為一種商品來(lái)經(jīng)營(yíng)，為城市的發(fā)展注入經(jīng)濟(jì)活力；廣告也是一種資源，如何在城市建設(shè)中很好的運(yùn)用?如何改善城市的環(huán)境，既提高城市的品位，又為經(jīng)濟(jì)的發(fā)展提供新鮮的血液，成了城市設(shè)計(jì)者和管理者的任務(wù)之重。 本文針對(duì)廣告在城市中的現(xiàn)狀，及建設(shè)管理中出現(xiàn)的漏洞，運(yùn)用城市設(shè)計(jì)、環(huán)境行為學(xué)和其它一些相關(guān)理論，借鑒多個(gè)學(xué)科的研究成果，系統(tǒng)地分析了廣告的經(jīng)濟(jì)作用，廣告對(duì)城市空間環(huán)境的影響，廣告對(duì)人視知覺(jué)的影響；不同運(yùn)動(dòng)狀態(tài)下的廣告尺度，不同空間、節(jié)點(diǎn)的廣告尺度、色彩；不同性質(zhì)，不同功能的城市用地與廣告之間的關(guān)系等等；總結(jié)出廣告在城市規(guī)劃設(shè)計(jì)中所遵循的原則，提出了具體的設(shè)計(jì)方法，力求為城市設(shè)計(jì)者提供理論基礎(chǔ)，為城市管理者提供法律保障，為人居環(huán)境改善提供合理的目標(biāo)與途徑。
[Abstract]:In recent years, the advertisement is full of streets and alleys of the city, transmitting all kinds of information, occupying more and more weight in the urban environment, but it has not been paid enough attention to in the urban construction work; Moreover, there is no clear legal basis for advertising in all aspects of planning, which brings some negative factors to the city's environmental quality, city image and the city's comprehensive competitiveness. Advertising is an important industry, which can speed up the circulation of goods, improve the image status of enterprises and improve the economic income of cities. It is an indispensable element in urban construction. Today, we advocate that the effective resources of the city should be operated as a commodity to inject economic vitality into the development of the city, and that advertising is also a kind of resource, how to make good use of it in the construction of the city? How to improve the city environment, not only to improve the city's grade, but also to provide fresh blood for the economic development, has become the task of city designers and managers. In view of the present situation of advertising in cities and the loopholes in construction management, this paper systematically analyzes the economic function of advertising by using the theories of urban design, environmental behavior and other related theories, and drawing lessons from the research results of many disciplines. The influence of advertisement on urban space environment and the influence of advertisement on human visual perception; Advertising scale, color of different space and node, the relationship between different properties and functions of urban land and advertising, etc. This paper summarizes the principles followed by advertising in urban planning and design, and puts forward specific design methods in order to provide theoretical basis for urban designers, legal protection for city administrators, and reasonable objectives and approaches for improving human settlements.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2003
【分類(lèi)號(hào)】：TU984.11

【引證文獻(xiàn)】

相關(guān)期刊論文 前3條

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本文編號(hào)：2300483