發(fā)布時(shí)間：2018-09-19 20:49

【摘要】： 戶外廣告從古至今以來,代表著一個(gè)城市的經(jīng)濟(jì)繁榮、社會(huì)穩(wěn)定和人文環(huán)境氛圍,新奇出位的形式載體的創(chuàng)造,別出心裁的環(huán)境承載體的選取,新穎有效的營銷手段的選用,夸張離奇的畫面效果的展示,鼓動(dòng)煽情的發(fā)布形式的呈現(xiàn),都讓戶外媒體廣告展現(xiàn)出五彩紛呈的面貌。隨著數(shù)字技術(shù)的迅猛發(fā)展,戶外媒體廣告愈發(fā)具有生命力和活力,數(shù)字技術(shù)的發(fā)展讓戶外廣告越來越出彩,分時(shí)段的信息發(fā)布模式和更豐富的表現(xiàn)手段都讓廣告?zhèn)鬟f更精準(zhǔn),其作為一種最古老的廣告形式,普及趨勢(shì)毋庸置疑,并將會(huì)有更深廣的發(fā)展前景。 杭州作為省會(huì)城市,隨著社會(huì)經(jīng)濟(jì)的發(fā)展,城市戶外廣告已經(jīng)成為城市環(huán)境布局中的一個(gè)重要組成部分,是一個(gè)城市政治文明和經(jīng)濟(jì)繁榮的視覺顯現(xiàn),不但具有個(gè)性化特征和人文價(jià)值,還具有很高的商業(yè)價(jià)值,通過分析杭州城市環(huán)境、歷史沿革、生活品位和商業(yè)活動(dòng)等多方面,研究戶外廣告的布局、朝向和受眾接受性等,嘗試研究通過定向投放來提高戶外廣告?zhèn)鬟_(dá)效果和暴露率,是本人撰寫該論文的出發(fā)點(diǎn)和立腳點(diǎn)。同時(shí),本人所在企業(yè)作為從事戶外廣告開發(fā)業(yè)務(wù)和參與戶外廣告管理政策制定的國有獨(dú)資企業(yè),也對(duì)如何做好戶外廣告這一媒介,達(dá)到社會(huì)性、經(jīng)濟(jì)性和城市和諧性的統(tǒng)一,確保戶外廣告通過定向投放來獲得持續(xù)改進(jìn)和創(chuàng)新,也是本論文研究的重要目的。因此,如何體現(xiàn)出城市的多姿多彩和社會(huì)引導(dǎo)性,我們?cè)诖擞斜匾獙?duì)戶外廣告的定向投放進(jìn)行一定的研究工作,使其服務(wù)于城市的文化品位和個(gè)性特征,將商業(yè)價(jià)值和社會(huì)效益統(tǒng)合一體,可以更好更有效地與城市氣質(zhì)對(duì)味,從而更好地實(shí)現(xiàn)其媒體傳播價(jià)值。 本論文在說明了研究的背景、國內(nèi)外研究進(jìn)展、目的及意義、研究內(nèi)容、方法的基礎(chǔ)上,通過查閱文獻(xiàn)、實(shí)地調(diào)研、分析歸納等研究方法,首先從理論層面闡述城市戶外廣告的概念、特性和發(fā)展趨勢(shì),擬對(duì)杭州市戶外廣告的定向投放及戶外廣告媒體進(jìn)行系統(tǒng)的研究,解讀影響杭州市城市戶外廣告發(fā)展的因素,希望能探索出一些符合杭州戶外廣告定向投放發(fā)展的理論方法,使杭州市戶外廣告得到更好、更快地發(fā)展。 通過分析和研究,可以發(fā)現(xiàn),目前杭州城市戶外廣告隨著數(shù)字技術(shù)的迅猛發(fā)展,戶外媒體廣告愈發(fā)具有生命力和活力,分眾性和進(jìn)一步的細(xì)分化為戶外媒體廣告開辟了更廣闊的空間途徑。同時(shí),作為城市景觀的重要組成部分,目前杭州城市戶外廣告雖然數(shù)量眾多,也考慮了受眾的感知性,但仍然缺少統(tǒng)一的規(guī)范和程序,使整體廣告效果不能完全達(dá)到預(yù)期的目的。但從研究中也可以發(fā)現(xiàn)戶外廣告定向投放設(shè)計(jì)并沒有固定的模式套路,而是要結(jié)合設(shè)置區(qū)域、設(shè)置類型、設(shè)置內(nèi)容、受眾效果等進(jìn)行綜合考慮,往往需要因地制宜,而戶外廣告定向投放的共性在于形式內(nèi)容的創(chuàng)新、色彩與形式的協(xié)調(diào),以及與城市環(huán)境之間的相互配合和充分了解并滿足受眾的需求。
[Abstract]:From ancient times to the present, outdoor advertising represents a city's economic prosperity, social stability and human environment atmosphere, the creation of novel forms and carriers, the selection of innovative environmental carriers, the selection of novel and effective marketing methods, the display of exaggerated and strange picture effects, and the presentation of provocative forms of publication. With the rapid development of digital technology, outdoor media advertising is becoming more and more vigorous. The development of digital technology makes outdoor advertising more and more colorful. Time-sharing information dissemination mode and richer means of expression make the transmission of advertising more accurate. As one of the oldest advertisements, outdoor media advertising is becoming more and more vigorous. The trend of form and popularization is beyond doubt and will have a broader and wider development prospect.
Hangzhou as the capital city of the province, with the development of social economy, urban outdoor advertising has become an important part of urban environmental layout, is a visual manifestation of urban political civilization and economic prosperity, not only has personalized characteristics and humanistic value, but also has high commercial value. It is my starting point and foothold to study the layout, orientation and audience acceptance of outdoor advertisements and try to improve the outdoor advertising communication effect and exposure rate by directional delivery. At the same time, my own enterprise is engaged in outdoor advertising development business and participation. It is also an important purpose of this paper to study how to make a good use of the medium of outdoor advertisement, achieve the unity of sociality, economy and city harmony, and ensure that outdoor advertisement can be continuously improved and innovated through directional delivery. With the social guidance, it is necessary for us to do some research work on the directional delivery of outdoor advertisements so as to make them serve the cultural taste and personality characteristics of the city and integrate the commercial value and social benefits, so as to better and more effectively match the urban temperament and realize its media communication value.
On the basis of explaining the research background, research progress at home and abroad, purpose and significance, research contents and methods, this paper firstly expounds the concept, characteristics and development trend of urban outdoor advertisement from the theoretical level by consulting literatures, field investigation, analysis and induction, and plans to put outdoor advertisement in Hangzhou and expand outdoors. The advertisement media carries on the system research, the unscramble influence Hangzhou city outdoor advertisement development factor, hoped to explore some conforms to the Hangzhou outdoor advertisement directional projection development the theory method, enables the Hangzhou outdoor advertisement to obtain better, the quicker development.
Through analysis and research, it can be found that with the rapid development of digital technology, outdoor media advertising in Hangzhou has become more and more vital and vigorous. The diversity and further differentiation open up a broader space for outdoor media advertising. Although there are a large number of outdoor advertisements in the city and the perception of the audience is also taken into account, there is still a lack of unified norms and procedures to make the overall advertising effect can not fully achieve the desired purpose. Content, audience effect and other comprehensive considerations, often need to be tailored to local conditions, and the commonness of outdoor advertising directional delivery lies in the form and content of innovation, color and form of coordination, and with the urban environment between the coordination and full understanding and meet the needs of the audience.
【學(xué)位授予單位】：浙江工業(yè)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 陳穎芮;LED媒體傳播要素研究[D];中南民族大學(xué);2011年

2 李潔;論戶外空間資源的法律性質(zhì)及戶外廣告設(shè)施特許設(shè)置權(quán)[D];蘇州大學(xué);2012年

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本文編號(hào)：2251299