【摘要】： 在信息經(jīng)濟(jì)時(shí)代,高速公路戶外媒體是社會(huì)信息流的高速通道,有著樹立形象、打造品牌、傳播文化、塑造景觀等重要功能,對(duì)其資源的研究、開發(fā)、利用和保護(hù),對(duì)加強(qiáng)高速公路戶外廣告設(shè)計(jì)與設(shè)置的規(guī)范化管理,改善與優(yōu)化公路空間形象,提高道路環(huán)境品質(zhì),充實(shí)并完善高速公路規(guī)劃建設(shè)理論體系,有著重要的現(xiàn)實(shí)意義和深遠(yuǎn)的歷史意義。 本文以山東高速公路戶外廣告設(shè)置中存在的諸如資源的有限與有價(jià),區(qū)位的選擇與評(píng)估,廣告的繼承與創(chuàng)新等為主要內(nèi)容,以濟(jì)萊高速媒體資源開發(fā)規(guī)劃過程中出現(xiàn)的突出問題為切入點(diǎn),運(yùn)用廣告學(xué)、設(shè)計(jì)學(xué)、傳播學(xué)以及地理學(xué)中的區(qū)位學(xué)等理論,采取了現(xiàn)場(chǎng)調(diào)查,實(shí)地勘測(cè),時(shí)段取樣,因素比對(duì)等方法,圍繞著產(chǎn)權(quán)的明晰,區(qū)位的優(yōu)化,設(shè)計(jì)的創(chuàng)新等幾個(gè)主要方面,分析了高速公路戶外告設(shè)置與其各項(xiàng)制約因素之間的關(guān)系。同時(shí),以《濟(jì)萊高速媒體資源開發(fā)規(guī)劃》為例,探索并提出了高速公路戶外廣告設(shè)置的規(guī)劃設(shè)計(jì)框架和具體工作流程。 論文以高速公路媒體資源的合理開發(fā)作為研究對(duì)象,以案例分析為依據(jù),從個(gè)別到一般、從微觀到宏觀,從具象到抽象,逐步分析、歸納、總結(jié),使研究結(jié)果具有一定的理論指導(dǎo)意義和實(shí)際應(yīng)用價(jià)值。全文主要從五個(gè)方面展開論述:首先介紹本課題的研究?jī)r(jià)值、研究目的以及研究現(xiàn)狀;接著對(duì)高速公路戶外廣告的概念、特點(diǎn)、作用以及功能進(jìn)行了簡(jiǎn)要概括,指出高速公路戶外廣告除了具有戶外廣告的一切功能(信息傳播功能、經(jīng)濟(jì)功能、文化功能、社會(huì)化功能)外,還具有造景功能以及地域識(shí)別功能等其它廣告形式所不具有的獨(dú)特功能,在此基礎(chǔ)上分析了目前我省在高速公路戶外廣告經(jīng)營(yíng)管理方面存在的問題并對(duì)其成因進(jìn)行剖析;文章的第三部分對(duì)高速公路戶外廣告區(qū)位論和“DIS”分區(qū)規(guī)劃理念進(jìn)行了全面系統(tǒng)的研究,提出了高速公路戶外廣告的點(diǎn)位布局策略模型并將此模型應(yīng)用于實(shí)際案例,為濟(jì)萊高速公路制定出較為合理的廣告區(qū)位劃分和分區(qū)布點(diǎn)方案。在文章的第四部分,筆者通過《濟(jì)萊高速媒體資源開發(fā)規(guī)劃》這一規(guī)劃案例,對(duì)制定高速公路媒體資源開發(fā)規(guī)劃的具體方法、工作流程及技術(shù)路線進(jìn)行了系統(tǒng)的研究和介紹,以期為其它高速公路媒體規(guī)劃的制定提供一點(diǎn)啟發(fā)性的成果;文章的最后部分是對(duì)高速公路戶外廣告未來(lái)發(fā)展的展望,包括對(duì)高速公路媒體資源可持續(xù)發(fā)展戰(zhàn)略的研究和對(duì)高速公路廣告創(chuàng)新問題的探索,力求使受眾在欣賞和愉悅中接受廣告信息,達(dá)到追求經(jīng)濟(jì)效益和社會(huì)效益的雙重訴求目的。
[Abstract]:In the age of information economy, the highway outdoor media is the high speed passage of social information flow. It has the important functions of establishing image, building brand, spreading culture, shaping landscape and so on. To strengthen the standardized management of the design and setting of outdoor advertisement of expressway, to improve and optimize the image of highway space, to improve the quality of road environment, to enrich and perfect the theoretical system of highway planning and construction. Has the important realistic significance and the profound historical significance. The main contents of this paper are the limited and valuable resources, the selection and evaluation of location, the inheritance and innovation of advertisements, etc. Taking the prominent problems in the development and planning of Jilai high speed media resources as the starting point, and applying the theories of advertising, design, communication and geography, the author adopts field investigation, field survey, time sampling, etc. This paper analyzes the relationship between the setting of outdoor report of expressway and its restrictive factors by means of factor comparison and so on, focusing on the clarity of property right, the optimization of location, the innovation of design, and so on. At the same time, taking "Jilai High Speed Media Resource Development Planning" as an example, this paper explores and puts forward the planning and design framework and concrete work flow of outdoor advertisement setting on expressway. This paper takes the reasonable development of highway media resources as the research object, based on the case analysis, from individual to general, from micro to macro, from concrete to abstract, step by step analysis, induction, summary. So that the research results have a certain theoretical significance and practical application value. The thesis is mainly discussed from five aspects: firstly, it introduces the research value, the purpose and the present situation of the research; Secondly, the concept, characteristics, functions and functions of expressway outdoor advertising are briefly summarized, and it is pointed out that highway outdoor advertising has all the functions of outdoor advertising (information dissemination function, economic function, cultural function, etc.) In addition to social functions, they also have unique functions that other advertising forms, such as landscaping and regional recognition, do not. On this basis, this paper analyzes the problems existing in the management of outdoor advertising on highway in our province and analyzes the causes of the problems. In the third part of this paper, the location theory of expressway outdoor advertisement and the concept of "DIS" zoning planning are systematically studied, and the point layout strategy model of expressway outdoor advertisement is put forward and applied to practical cases. For Jilai Expressway to formulate a more reasonable advertising location division and zoning plan. In the fourth part of the article, the author makes a systematic study and introduction of the concrete method, workflow and technical route of the expressway media resource development planning through the planning case of "Jilai High Speed Media Resource Development Plan". With a view to other highway media planning to provide some enlightening results; The last part of the article is the prospect of the future development of highway outdoor advertising, including the study of the sustainable development strategy of highway media resources and the exploration of highway advertising innovation. In order to make the audience accept advertising information in appreciation and pleasure, the dual purpose of pursuing economic and social benefits is achieved.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 梁R加，

本文編號(hào)：2308301