【摘要】：城市戶外廣告是廣告的一種形式,改革開放以來,我國的城市戶外廣告有了很大的發(fā)展,在廣告業(yè)的整體地位大大提升,排在報紙、電視之后居第三位。同時,城市戶外廣告又有其不同于其他廣告媒體的特殊性,即它處于城市環(huán)境中,對城市整體環(huán)境及市容市貌有很大影響。但是,當(dāng)前我國的城市戶外廣告卻大多忽視了其在城市環(huán)境中的地位和作用,只把它當(dāng)作經(jīng)濟(jì)、政治宣傳手段,這就造成了戶外廣告與城市整體環(huán)境相脫離,影響城市市容市貌的后果。 本文從城市環(huán)境的角度對戶外廣告做了深入、具體的分析。全文分為三個部分:第一部分對廣告的概念,城市戶外廣告的概念、歷史發(fā)展、研究目的和意義、類型與特征以及其在城市環(huán)境中的地位和作用作了一個概括。第二部分分析了我國城市戶外廣告的現(xiàn)狀,對大城市、中等城市及小城鎮(zhèn)分別作了調(diào)查和分析。另外指出我國的城市戶外廣告特別是中小城市,還存在很多不足,諸如:設(shè)計、制造水平還比較低,藝術(shù)性較差;缺乏統(tǒng)一規(guī)劃;管理關(guān)系不順,地區(qū)、部門之間缺乏協(xié)調(diào);未能與城市建筑、構(gòu)筑物及街道空間很好的諧調(diào),整體意識較差;缺乏地域特色和個性特征;未能與公共設(shè)施很好的相結(jié)合等問題。歐洲的戶外廣告堪稱典范,其藝術(shù)水平及與城市環(huán)境的諧調(diào)、整體規(guī)劃等方面都給我們提供了值得借鑒的經(jīng)驗。第三部分主要談了我國城市戶外廣告的發(fā)展策略。首先,我國的城市戶外廣告應(yīng)該提高其自身的藝術(shù)水平,使其真正作為一種藝術(shù)形式來裝點城市。其次,要與城市規(guī)劃相結(jié)合,對城市戶外廣告進(jìn)行統(tǒng)一的規(guī)劃管理,規(guī)范管理體制,完善法律法規(guī)的建設(shè)。同時,城市戶外廣告還要處理好與城市整體環(huán)境的關(guān)系,如與城市建筑和構(gòu)筑物及空間環(huán)境的關(guān)系、與城市地域特色的關(guān)系、與公共設(shè)施的關(guān)系等。另外,充分考慮人的因素,以人為本,走人性化發(fā)展道路,也是城市戶外廣告發(fā)展中所不可忽視的。 目前我國的城市戶外廣告還存在著這樣那樣的問題,尤其在與城市環(huán)境關(guān)系的處理上還有很多欠缺和不足,要想改變這種狀況,還需要長期而艱巨的努力。
[Abstract]:Urban outdoor advertising is a form of advertising. Since the reform and opening up, China's urban outdoor advertising has a great development, the overall position in the advertising industry has been greatly enhanced, ranking third after newspapers and television. At the same time, the city outdoor advertisement has its particularity which is different from other advertising media, that is, it is in the city environment, and has a great influence on the whole city environment and the appearance of the city. However, at present, most of the outdoor advertisements in our country ignore their status and role in the urban environment, and only regard them as means of economic and political propaganda, which leads to the separation of outdoor advertisements from the overall environment of the city. The consequences of affecting the appearance of a city. This article from the city environment angle to the outdoor advertisement has made the thorough, the concrete analysis. The paper is divided into three parts: the first part summarizes the concept of advertising, the concept of urban outdoor advertising, historical development, research purpose and significance, types and characteristics, as well as its status and role in the urban environment. The second part analyzes the present situation of outdoor advertising in cities of China, and makes an investigation and analysis on big cities, medium cities and small towns respectively. In addition, it is pointed out that there are still many deficiencies in our country's urban outdoor advertising, especially in small and medium-sized cities, such as: low level of design and manufacture, poor artistic quality, lack of unified planning, poor management relationship, lack of coordination between regions and departments; Not well coordinated with urban buildings, structures and street space, the overall awareness is poor; lack of regional characteristics and personality characteristics; failure to combine with public facilities and other issues. European outdoor advertising is a model, its artistic level and harmony with the urban environment, overall planning and other aspects to us to provide us with valuable experience. The third part mainly discusses the development strategy of urban outdoor advertising in China. First of all, our country's city outdoor advertisement should improve its own art level, make it as a kind of art form to decorate the city. Secondly, it is necessary to unify the planning and management of urban outdoor advertising, standardize the management system and perfect the construction of laws and regulations. At the same time, urban outdoor advertising should deal with the relationship with the overall environment of the city, such as the relationship with the urban buildings and structures and the space environment, with the urban regional characteristics, with the public facilities and so on. In addition, fully consider the human factor, people-oriented, take the road of humanized development, but also in the development of urban outdoor advertising can not be ignored. At present, there are still some problems in urban outdoor advertising in China, especially in dealing with the relationship with the urban environment, there are still many deficiencies and deficiencies. To change this situation, it still needs long-term and arduous efforts.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：J524.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 黃琴;長沙城市戶外廣告發(fā)展戰(zhàn)略研究[D];中南大學(xué);2007年

2 鐘冀平;兩型社會建設(shè)中長株潭城市群戶外廣告設(shè)計研究[D];蘇州大學(xué);2010年

3 趙宏;太原戶外廣告發(fā)展戰(zhàn)略研究[D];山西財經(jīng)大學(xué);2012年

4 李驊;街道美學(xué)與戶外廣告[D];華東師范大學(xué);2012年

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本文編號：2386142