【摘要】：以建筑為載體的戶外廣告的迅猛發(fā)展,已逐漸成為商業(yè)建筑形態(tài)構(gòu)成元素的一個重要組成部分。要實現(xiàn)戶外廣告與建筑的協(xié)調(diào)發(fā)展,就必須做好戶外廣告與建筑一體化設計,使戶外廣告及其設施成為建筑的有機組成部分,既能保證城市經(jīng)濟的發(fā)展對廣告效應需求,同時又能滿足建筑的使用功能和建筑藝術(shù)美的要求。 本文從建筑學的角度,針對現(xiàn)代城市戶外廣告與建筑形象及城市景觀相沖突的現(xiàn)實問題,從設計、管理及經(jīng)營三個方面深入剖析了廣告與建筑沖突的原因,探索性地提出了戶外廣告與商業(yè)建筑一體化設計的設計程序、設計方法及設計原則,以期為戶外廣告與建筑的設計提供有價值的參考,同時填補戶外廣告與建筑一體化設計研究方面的空白。 以下是本論文的研究框架: 第一部分,對應本文第一章,概括介紹國內(nèi)外戶外廣告研究現(xiàn)狀、發(fā)展趨勢及現(xiàn)今國內(nèi)廣告設置存在的問題,并提出戶外廣告與建筑一體化設計概念,以此引出下文對戶外廣告與建筑一體化的探討。 第二部分,對應本文第二章,深入研究了戶外廣告的常見類型及戶外廣告與建筑發(fā)生沖突及其原因,并對研究中需要借鑒和使用的相關理論進行了綜述。 第三部分,對應本文第三章,具體剖析一體化設計的要求、內(nèi)容,繼而多層面地探討一體化的設計原則及設計程序。 第四部分,該部分由第四、五、六三章組成,分別從城市設計角度及建筑本體角度(即建筑形態(tài)、功能)展開深入研究戶外廣告與建筑一體化設計的方法,例如城市設計角度的重點地段廣告分級控制、基于對整體環(huán)境認知的方法、廣告對空間界面的彈性控制、廣告對空間私密層級的彈性控制、廣告對人認知行為的引導、廣告對人注意力的控制等方法;建筑本體角度的廣告與建筑一體化設計模式、建筑整體形象廣告化的設計方法、廣告建筑化的設計方法以及新建筑設計時廣告位的考慮以及廣告與建筑采光、通風、遮陽整合設計法——分析其主要特點、適用范圍及案例研究等方法。 第五部分,也就是本文第七章通過三峽廣場沙區(qū)文化館、金城廣場大廈及觀音橋重百大廈設計案例對如何使用上述方法作出示范,同時也檢驗上述提出的一體化設計方法。 第六部分總結(jié)全文,概括以上各章節(jié)的主要成果,并對該項技術(shù)未來的發(fā)展寄予希望。
[Abstract]:With the rapid development of outdoor advertising with architecture as its carrier, it has gradually become an important part of the elements of commercial building form. In order to realize the harmonious development of outdoor advertisement and architecture, we must do well the integrated design of outdoor advertisement and architecture, and make outdoor advertisement and its facilities become an organic part of architecture, which can ensure the demand of advertising effect for the development of urban economy. At the same time, it can meet the needs of the use of architecture and the beauty of architectural art. From the angle of architecture, this paper analyzes the causes of the conflict between advertisement and architecture from three aspects of design, management and management, aiming at the conflict between modern urban outdoor advertisement and the image of architecture and the city landscape. This paper puts forward the design procedure, design method and design principle of the integrated design of outdoor advertisement and commercial building in order to provide valuable reference for the design of outdoor advertisement and architecture. At the same time to fill in the outdoor advertising and architectural integration design research gaps. The following is the research framework of this paper: the first part, corresponding to the first chapter of this paper, summarizes the current situation, development trend and the problems of the domestic advertising setup at home and abroad. And put forward the concept of integrated design of outdoor advertising and architecture, which leads to the discussion of the integration of outdoor advertising and architecture. The second part, corresponding to the second chapter of this paper, in-depth study of the common types of outdoor advertising and architectural conflicts and their causes, and the research needs to learn from and use the relevant theories are summarized. The third part, corresponding to the third chapter of this paper, analyzes the requirements and contents of integrated design, and then discusses the design principles and procedures of integration. The fourth part, this part is composed of four, five, and six chapters, respectively, from the angle of urban design and architectural ontology (i.e. architectural form, function) to carry out in-depth study of outdoor advertising and architectural integration design method. For example, from the angle of urban design, advertising classification control in key areas, based on the method of cognition of the whole environment, the flexible control of the space interface, the flexible control of the private level of the space, the guidance of the advertising to the cognitive behavior of the people, Advertising control of human attention, design mode of advertising and architecture integration from the angle of architectural ontology, design method of advertising the overall image of architecture, The design method of advertising architecture, the consideration of advertisement space in new building design, and the integrated design method of advertisement and building lighting, ventilation and shading are analyzed, including its main characteristics, application scope and case study. The fifth part is the seventh chapter of this paper through the three Gorges Square Sand District Cultural Center Jincheng Plaza Tower and Guanyinqiao heavy hundred building design cases to demonstrate how to use the above method but also to test the proposed integrated design method. The sixth part summarizes the full text, summarizes the main achievements of the above chapters, and gives hope to the future development of the technology.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：TU;F713.8

【引證文獻】

相關碩士學位論文 前1條

1 武曉;重慶市城市中心區(qū)沿街建筑外立面廣告視覺密度閾值研究[D];重慶大學;2012年

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本文編號：2230897