發(fā)布時(shí)間：2018-01-17 16:06

  本文關(guān)鍵詞：長(zhǎng)沙城市戶外廣告發(fā)展戰(zhàn)略研究　出處：《中南大學(xué)》2007年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 長(zhǎng)沙市 城市戶外廣告 影響因素 發(fā)展戰(zhàn)略

【摘要】： 城市戶外廣告是廣告的一種形式，但它又有不同于其他廣告媒體的特殊性，即它處于城市環(huán)境中，對(duì)城市整體環(huán)境及市容市貌有很大影響。戶外廣告是一個(gè)城市政治文明、經(jīng)濟(jì)繁榮的視覺(jué)顯現(xiàn)，除了其本身所具有的商業(yè)價(jià)值外，還具有個(gè)性化的特征和人文價(jià)值，能準(zhǔn)確折射出城市的地域特色和文化特征，是城市美化運(yùn)動(dòng)的主力軍。因此，城市戶外廣告作為現(xiàn)代化城市建設(shè)布局中的重要組成部分，，越來(lái)越被人重視。 全文分五個(gè)章節(jié)。第一章為緒論，簡(jiǎn)要說(shuō)明研究的背景，國(guó)內(nèi)外研究現(xiàn)狀、研究的目的及意義，研究的內(nèi)容、方法以及研究基本框架。第二章主要站在理論的角度解析城市戶外廣告的概念、特性，以及其發(fā)展趨勢(shì)，從對(duì)研究對(duì)象的分析可以看出戶外廣告已經(jīng)成為構(gòu)成城市環(huán)境的一種要素，是城市政治、經(jīng)濟(jì)、文化的物化表征，對(duì)城市地域特色的展示、城市形象的塑造具有極其重要的作用。第三章主要運(yùn)用歷時(shí)研究的方法分析長(zhǎng)沙城市戶外廣告發(fā)展的歷史沿革，然后從現(xiàn)狀入手，采用問(wèn)卷調(diào)查和實(shí)地考察相結(jié)合的方法更為細(xì)致的分析長(zhǎng)沙城市戶外廣告的建設(shè)現(xiàn)狀，歸納總結(jié)目前戶外廣告存在的一般性問(wèn)題。第四章從長(zhǎng)沙市既有條件出發(fā)，研究長(zhǎng)沙市城市戶外廣告發(fā)展的主要影響因數(shù)，包括環(huán)境因素、用地布局因素、產(chǎn)業(yè)因素、居民生活因素。第五章為本文重點(diǎn)，在了解長(zhǎng)沙市未來(lái)城市發(fā)展方向的基礎(chǔ)上，探索性地提出了長(zhǎng)沙城市戶外廣告發(fā)展的目標(biāo)定位和指導(dǎo)原則，進(jìn)而從戶外廣告的類(lèi)型定位和分區(qū)規(guī)劃兩個(gè)角度提出一些設(shè)想和建議，并結(jié)合典型案例進(jìn)行設(shè)計(jì)分析。 本文以長(zhǎng)沙城市戶外廣告為研究對(duì)象，首先調(diào)查分析目前戶外廣告的現(xiàn)狀及問(wèn)題，然后解讀其發(fā)展的影響因素，并以此為基礎(chǔ)探尋長(zhǎng)沙城市戶外廣告發(fā)展戰(zhàn)略的若干思路。
[Abstract]:Urban outdoor advertising is a form of advertising, but it is different from other advertising media particularity, that is, it is in the urban environment. Outdoor advertising is a city political civilization, the visual manifestation of economic prosperity, in addition to its own commercial value. Also has the personalized characteristic and the humanities value, can accurately reflect the city regional characteristic and the cultural characteristic, is the city beautification movement main force. Therefore. As an important part of modern urban construction layout, urban outdoor advertising has been paid more and more attention. This paper is divided into five chapters. The first chapter is the introduction, briefly describes the background of the study, the current situation of research at home and abroad, the purpose and significance of the study, and the content of the study. The second chapter mainly analyzes the concept, characteristics and development trend of urban outdoor advertising from the perspective of theory. From the analysis of the object of study, it can be seen that outdoor advertising has become an element of urban environment, which is the materialized representation of city politics, economy and culture, and the display of urban regional characteristics. The third chapter mainly uses the diachronic research method to analyze the historical evolution of Changsha city outdoor advertisement development, then starts with the present situation. With the method of questionnaire survey and field investigation, this paper analyzes the construction status of outdoor advertising in Changsha city in detail. Summary of the current general problems of outdoor advertising. Chapter 4th from the existing conditions in Changsha City, the main factors affecting the development of urban outdoor advertising in Changsha, including environmental factors, land use layout factors. Chapter 5th is the focus of this paper. On the basis of understanding the future development direction of Changsha City, the paper puts forward the goal orientation and guiding principle of Changsha City Outdoor Advertising Development. Then it puts forward some ideas and suggestions from two angles of type orientation and district planning of outdoor advertisement, and carries on the design analysis with the typical case. This article takes Changsha city outdoor advertisement as the research object, first investigates and analyzes the present outdoor advertisement present situation and the question, then unscrambles its development influence factor. And on this basis to explore Changsha City Outdoor Advertising Development Strategy a number of ideas.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類(lèi)號(hào)】：J524.3

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 吳燦;;給力戶外廣告[J];商業(yè)文化(下半月);2011年04期

2 成娟;葉蘋(píng);;中小城市戶外廣告媒體運(yùn)營(yíng)思路分析[J];文教資料;2009年33期

相關(guān)碩士學(xué)位論文 前6條

1 王鑫;城市信息視覺(jué)化研究[D];中南大學(xué);2008年

2 樊德喜;基于區(qū)域文化認(rèn)知的新疆戶外傳媒研究[D];新疆師范大學(xué);2009年

3 紀(jì)彬;從視覺(jué)傳達(dá)的角度解析南昌戶外新媒體[D];南昌大學(xué);2009年

4 廖文婷;南昌市商業(yè)步行街視覺(jué)環(huán)境設(shè)計(jì)研究[D];南昌大學(xué);2009年

5 鐘冀平;兩型社會(huì)建設(shè)中長(zhǎng)株潭城市群戶外廣告設(shè)計(jì)研究[D];蘇州大學(xué);2010年

6 許雙子;戶外廣告的審美研究[D];中南大學(xué);2010年

本文編號(hào)：1436949