户外广告设计研究精选.doc

毕 业 论 文 户外广告设计研究 户外广告设计研究 摘 要 近几年，随着市场经济的崛起和广告事业的繁荣，户外广告设计在城市中有了空前的发展。户外广告的独特优势日益显现出来，户外广告悄然成为现代城市形象的特殊构成要素，并以其自身独特的魅力成为城市形象的新视点。户外广告也逐渐告别了单一手法、单一目标、单一形式的纯信息传达的传统，迈进了视觉、色彩、环境、建筑和造型等多个领域和多项学科，向人们展示出富有时代精神和丰富多彩的综合表现功能。然而在快速发展的过程中，我国的户外广告设计也存在着形态一般、创意平淡、制作粗糙等诸多问题，这在不同程度影响我国户外广告的健康发展。围绕着一主题，本文介绍了户外广告设计的概况，指出了我国户外广告发展过程中存在的问题以及原因，进而提出了新时期我国户外广告设计的发展对策，以促进我国户外广告设计的长远发展。 关键词：户外广告设计、城市形象、独特、发展对策 Research On Outdoor Ad Design Abstract In recent years, with the rapid development of market economy and the prosperity of advertise business, outdoor ad design also develops from its essence. The distinct advantages of outdoor ad become increasingly clear, owing to this, outdoor ad has quietly become a special element of modern city image and turned into a new viewpoint of city image. Furthermore, outdoor ad has gradually departed from the traditioal way of single technique, single objective and single form to convey information, and step into multiple areas and subjects of vision, color,environment ,shape and so on, and present its comprehensive function which is full of the spirit of the age and variety. However, there exists some problems during the rapid development of outdoor ad design, which have negative influences on the sound development of outdoor ad. Focusing on this subject, this paper introduces the survey of outdoor ad design, points out the existing problems and analysize the reasons in the course of outdoor ad development, and gives futher advice on outdoor ad design development in the new age to promote the long term development of outdoor ad design. Key-words: ourdoor ad design, city image, unique, development advice 目录 前 言 1 一、户外广告设计概述 2 （一）户外广告的定义 2 （二）户外广告设计的特征 2 1、醒目性 2 2、多样性 2 3、地域性与长效性 3 4、低廉性 3 （三）户外广告设计的组成因素 3 1、户外广告设计中的功能因素 3 2、户外广告设计中的形式因素 4 3、户外广告设计中的技术因素 4 4、户外广告设计中的经济因素 4 二、我国户外广告设计存在的问题及其产生的原因 5 （一）我国户外广告设计存在的问题 5 （二）我国户外广告设计存在问题的原因 5 1、户外广告设计的随意性 5 2、户外广告设计的低层次 5 3、户外广告设计的商业化 6 三、新时期户外广告设计的发展对策 7 （一）发展多维化的户外广告设计创意 7 1、户外广告创意设计应具有互动性 7 2