户外广告发展对城市形象建设及影响—以嘉兴市为例.docVIP

题目： 户外广告发展对城市形象建设的影响—以嘉兴市为例  摘 要 户外广告是城市化进程的重要现象。跟着社会各项事业的发展，目前的户外广告现已与城市生活融为一体，它向我们传递着信息，影响着我们的生活方式，成功的户外广告现已是丰富市民生活、完善城市服务职能的重要构成部分，并从周围面展示出城市的物质和精神生活形象，是城市人文现象的构成部分，变成城市形象与文化的重要载体，展示出城市的精神形象和城市的创新与生机，变成城市形象设计的重要构成部分。在国际大都市的形象定位中，户外广告发展得到社会的广泛重视。现代城市中户外广告具有丰富的审美内涵，是现代城市软实力的又一直接表现。目前，中国关于户外广告设计的研究尚在起步期间，还没有构成完整的体系。由于中国户外广告在规划和设计以及设处理等方面的问题，造成了户外广告与城市现象之间各种不调和的现象，这些户外广告给我们的城市和生活带来很多负面的影响，这不只影响了户外广告本身的良性发展，更影响到城市形象的设计和传达，影响到城市软实力的提高。因而，户外广告对城市形象影响的研究具有十分重要的含义。这篇文章对嘉兴市户外广告现状进行调研，从城市形象设计的视点，对户外广告的规划、设计、处理等做了详细分析和研究，以及对户外广告对城市形象的影响，提出建议。 关键词：户外广告；城市形象；合理规划；全面设计 Abstract Outdoor advertising is the process of urbanization, the phenomenon. Follow the development of social undertakings, the outdoor advertising has been integrated with city life, it passed the information to us, affect our way of life, the success of the outdoor advertising is now rich public life, the important part of perfecting the urban service function, and from the surrounding surface display image, material and spiritual life of the city is the component of urban cultural phenomenon, become the important carrier of the citys image and culture, showing the spirit of the city image and city innovation and vitality, become the important part of city image design. In the international metropolis image positioning, outdoor advertising development get the wide attention of the society. Outdoor advertising has rich aesthetic connotation in modern city, is a modern city another direct expression of soft power. At present, Chinas research on outdoor advertising design in the early period, have not form a complete system. Due to Chinas outdoor advertising in planning and design, and have to deal with problems, such as the outdoor advertising with various disharmonious phenomenon between urban phenomenon, these outdoor advertising for our city and life bring many negative effects, which not only affect the healthy development of outdoor advertising itself, affects the city image design and communic