發(fā)布時(shí)間：2018-01-16 07:37

  本文關(guān)鍵詞：新媒體環(huán)境下傳統(tǒng)戶外廣告的視覺(jué)突破　出處：《湖南師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 新媒體 傳統(tǒng)戶外廣告 視覺(jué)傳播 突破創(chuàng)新

【摘要】：戶外媒體作為大眾最熟悉的廣告媒體之一曾躋身全球三大廣告發(fā)布媒體,戶外廣告也在廣告市場(chǎng)中占有重要地位。然而數(shù)字技術(shù)的發(fā)展,使媒介環(huán)境發(fā)生了重大變革——以互聯(lián)網(wǎng)、手機(jī)、戶外視頻等為代表的新媒體不斷涌現(xiàn),傳統(tǒng)媒體的受眾正向著新媒體逐步遷移。新媒體廣告以其互動(dòng)性、精確性等優(yōu)勢(shì)吸引了大量廣告主,電視、報(bào)紙、戶外等傳統(tǒng)廣告市場(chǎng)面臨分流危機(jī)。在這樣一種新環(huán)境下,以戶外大牌為代表的傳統(tǒng)戶外廣告也受到了互聯(lián)網(wǎng)、樓宇液晶等新媒體廣告的沖擊。一方面,新興的網(wǎng)絡(luò)廣告和生活圈媒體廣告不斷細(xì)分廣告受眾,造成廣告主的流失；另一方面,近年來(lái)政府的拆牌整治也擠壓了戶外大牌的生存空間,傳統(tǒng)戶外廣告亟需通過(guò)創(chuàng)新來(lái)突破自我,走出困境。 對(duì)于傳統(tǒng)戶外廣告而言,視覺(jué)傳播是其根本傳播方式,創(chuàng)新視覺(jué)表達(dá)對(duì)其提高傳播影響力具有重要意義。首先,傳統(tǒng)戶外廣告主要依靠視覺(jué)進(jìn)行傳播,傳播手段單一,視覺(jué)沖擊力遠(yuǎn)不如視聽(tīng)兼?zhèn)涞膽敉庖曨l廣告；其次,傳統(tǒng)戶外廣告的無(wú)內(nèi)容性特質(zhì)決定了它無(wú)法透過(guò)新聞娛樂(lè)信息來(lái)吸引受眾,唯有好的創(chuàng)意才能抓住受眾眼球。因此,傳統(tǒng)戶外廣告在視覺(jué)上做了不少突破創(chuàng)新,以提升其傳播效力,應(yīng)對(duì)新媒體廣告的挑戰(zhàn)。這種創(chuàng)新主要體現(xiàn)了兩個(gè)方而,一是視覺(jué)傳播形式的創(chuàng)新,二是視覺(jué)傳播內(nèi)容的創(chuàng)新。具體而言,視覺(jué)傳播的形式由過(guò)去的呆板靜止向著動(dòng)態(tài)活潑轉(zhuǎn)變；由被動(dòng)吸引向著主動(dòng)推送轉(zhuǎn)變；由線性傳播向著互動(dòng)體驗(yàn)式傳播轉(zhuǎn)變；由單一視覺(jué)傳播向著視聽(tīng)嗅等聯(lián)覺(jué)傳播轉(zhuǎn)變。視覺(jué)傳播的內(nèi)容則突破了框架的限制,實(shí)現(xiàn)了畫(huà)面的延展,并不斷融入周邊的環(huán)境元素,從平面走向立體化、場(chǎng)景化,視角也更加豐富和多元化。 現(xiàn)階段,傳統(tǒng)戶外廣告在視覺(jué)傳播上仍存在一些問(wèn)題,例如公共視覺(jué)污染、與城市環(huán)境不兼容等。而城市化進(jìn)程的加快、受眾廣告審美需求的變化無(wú)疑對(duì)戶外廣告的視覺(jué)設(shè)計(jì)提出了更高的要求。傳統(tǒng)的路牌、燈箱等戶外廣告作為城市景觀的重要組成部分,對(duì)城市軟環(huán)境的構(gòu)建起到不可替代的作用。同時(shí),綠色宜居理念的提出與公民人文公益意識(shí)的提高,也要求戶外廣告與城市環(huán)境相協(xié)調(diào),承擔(dān)起更多的社會(huì)責(zé)任。傳統(tǒng)戶外廣告唯有找準(zhǔn)公眾利益與商業(yè)利益的平衡點(diǎn),將視覺(jué)傳播融入城市發(fā)展的脈搏,并與城市景觀環(huán)境有機(jī)結(jié)合,發(fā)揮更多的公共職能,才能博弈于政府與公眾之間,贏得更為廣闊的發(fā)展空間。未來(lái),傳統(tǒng)戶外廣告應(yīng)在視覺(jué)傳播中更加注重人性化的設(shè)計(jì)理念,提升其公益性與藝術(shù)性內(nèi)涵,以滿足城市發(fā)展的需求。
[Abstract]:Outdoor advertising media mass media as one of the most familiar has one of the world's top three advertising media, outdoor advertising also occupies an important position in the advertising market. However, the development of digital technology, the media environment has undergone major changes in the Internet, mobile phone, new media, outdoor video as the representative of the emerging, traditional media the audience is the new media gradually transfer. New media advertising for its advantage of accurate, interactive, attracting a large number of advertisers, television, newspapers, and other traditional outdoor advertising market facing the diversion crisis. In such a new environment, the traditional outdoor advertising billboards to represented by Internet, LCD etc. the impact of new media advertising. On the one hand, the network advertisement new media advertising and life circle subdivision of advertising audience, advertisers caused the loss; on the other hand, the government's demolition in recent years The brand renovation also squeezes the large outdoor living space, the traditional outdoor advertising needs to break through the self and get out of the dilemma through innovation.
For traditional outdoor advertising, visual communication is the basic means of communication, creative visual expression has important significance to improve its influence. First, the traditional outdoor advertising mainly rely on visual communication, communication means of a single, outdoor video advertising visual impact force as well as audio-visual; secondly, the traditional outdoor advertising content characteristics decided it is not through the entertainment news information to attract the audience, only a good idea to seize the audience attention. Therefore, the traditional outdoor advertising to do a lot of innovation in the visual communication, to enhance its effectiveness, to deal with the new media advertising challenge. This innovation is mainly reflected in two aspects, one is the innovation of visual communication forms. Two is the innovation of visual communication content. Specifically, the visual communication forms from the past static to dynamic mechanical change from passive to active; the main attraction Dynamic push by linear transformation; spread toward the interactive media to change; from single visual communication to audio-visual synesthesia. Olfactory media to change the content of visual communication has broken through the restriction of the framework, to achieve screen extension, and constantly into the surrounding environment elements, to three-dimensional, from the perspective of a planar scene, richer and more diverse.
At this stage, the traditional outdoor advertising there are still some problems in the visual communication, such as public visual pollution, and the city environment is not compatible. The city to speed up the process, higher requirements change of aesthetic needs of the audience is advertising on the outdoor advertising visual design is put forward. The traditional road signs, light boxes and other outdoor advertising as an important part of city landscape, an irreplaceable role on the construction of city soft environment. At the same time, green livable idea and humanistic public citizen awareness, also requires outdoor advertisement and city environment, to assume more social responsibility. The balance point of the traditional outdoor advertising only identify the public interests and commercial the interests of the visual communication into the pulse of the development of city, combined with the city landscape environment, play more public, the government and the public in the game to win the. For the broad development space, in the future, traditional outdoor advertisements should pay more attention to the humanized design concept and enhance their commonweal and artistic connotation in visual communication, so as to meet the needs of urban development.

【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G206;F713.8

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