城市公交系统广告视觉设计分析-analysis on visual design of advertisement in urban public transport system.docxVIP

城市公交系统广告视觉设计研究 摘 要 随着城市发展的日新月异，人们生活节奏的加快，城市公交车在城市空 间中扮演着举足轻重的角色。人们的出行离不开公交巴士，它为我们的生活 带来了极大的便利。城市公交系统广告是覆盖面广、到达率高、传播性强， 具有流动性、固定性的广告媒介。它包括：公交车身、候车亭、车内灯箱、 车载杂志、广播和数字媒体等各个方面的广告设计，涵盖了公交车的各个方 面，是可移 动的户 外 广告。与百 姓的生 活 关系密切， 覆盖消 费 群体十分广 泛。同时它发布时间长，不受空间地域限制，机动性强，便于消费者阅读， 节约了空间和资源，降低了成本，能充分发挥设计师的创作灵活性。因此， 越来越受到广大商家的青睐。 城市公交系统广告在宣传商业广告的同时也是城市经济发展程度和城市 形象的标志。公交系统广告设计水平的高低，在一定程度上反映了城市的精 神风貌和人文内涵。但当前中国的大多数不发达城市，公交系统广告设计存 在视觉设计元素的混乱，广告创意水平偏低等多种问题。因此，研究城市公 交系统广告视觉设计这一课题对当代中国城市的发展具有一定的现实意义。 本文通过对城市公交系统广告视觉设计的分析研究，归纳出城市公交视 觉设计的元素及表现形式，通过相关理论基础和实地调研分析得出大众对城 市公交广告的视觉心理，针对大众的心理需要进行户外广告的创作和改进。 同时以合肥市公交系统为例进行实地调研分析，收集国外经典案例作比较， 发现问题，并提出针对合肥市公交广告视觉设计的改进措施，为促进合肥经 济建设和城市形象起到一定积极作用。 关键词：城市公交 系统广告 视觉设计 Visual Design of City Bus Transportation System Advertising Abstract As modern city is rapidly developing, and the pace of people’s life is accelerating, City Public Bus has been played a crucial role in the city area. People often go out by bus, so public bus system brings convenience to people’s daily life. City Public Bus Advertising has many characteristics, namely its wide coverage, its high arrival rate, its strong propaganda performance, its mobility and its stability. Covering all aspects of the bus, City Pubic Bus Advertising can be represented on: bus bodies, bus stations, light boxes, car magazines, bus broadcasting and digital media, etc. Public Bus Advertising is mobile outdoor advertising. Public Bus Advertising is close to average people, and its coverage of consumer groups is very extensive. It has long posting duration, strong maneuver ability, convenience for consumers to read, however has no space and region limit. It saves space and resources, reduces cost and makes designers to develop their creativity and flexibility to its fullest potential. Therefore, it fascinates more and more businessmen. The City Public Transportation Advertising propagandizes commercial advertisements as well as represents the level of city economic development and city image. The level of Public