城市流动媒体广告设计研究——以英雄城南昌为例-research on the advertisement design of city mobile media —— taking nanchang city as an example.docxVIP

I I 摘要 随着社会的进步、经济的高速发展，商业竞争的激烈促使流动广告媒介被人 们广泛发掘，其种类和形式也呈现出多样化。流动广告也渐渐成为人们生活的一 部分，潜移默化地影响着人们的消费观念与价值取向。作为一种艺术形式，流动 媒体广告对提升品牌形象、城市视觉形象的形成具有重要作用。 本文结合运用经济学、营销学、设计艺术学等领域交叉学科对城市流动媒体 视觉形象系统进行界定分析。通过利用人、车身作为传播媒介，对受众体验的内 涵把握和设计理解，详尽分析了城市流动媒体广告系统的设计要素。整合南昌城 市视觉系统，提炼出适合城市流动媒体广告的设计符号及呈现出的技术要素。在 流动广告创意设计的形式中，受众对事物认识、品牌体验的心理诉求以及对设计 要素中图形、文字、色彩编排的要求愈加严格。结合日常生活中的元素加以运用， 整合资源寻找创新的设计形式来进行更深入设计研究。立足南昌城市文化的背景 下，挖掘创新流动广告的载体特征、整合流动广告载体的空间设计，试图探寻出 一条能够实现城市视觉延伸与视觉形象系统的传播新模式，能够改善城市杂乱无 章的视觉导向系统。 流动媒体广告作为城市化建设中的重要组成部分，在信息传播的同时，承载 着民族特色、城市文明、城市环境等多层次内涵，影响着城市视觉形象的展现， 同时期望能够为城市视觉形象提供一条可借鉴之路。 关键词：流动媒体广告；创新设计；受众体验；城市视觉形象 II II Abstract With the rapid development of society, economy, business competition to promote mobile advertising media widely explored, the kinds and forms are diverse. Mobile advertising is becoming a part of peoples lives, influence character by environment influence peoples consumption concept and value orientation. As a kind of art form, mobile media advertising plays an important role in the formation of brand image, visual image of the city. In this paper, combined with economics, marketing, art design and other areas of cross discipline of urban flow of media image system of analysis. By using the human body as a medium of communication, the connotation of the experience of the audience to grasp and understand design, a detailed analysis of the design elements of the system of urban flow media advertising. The integration of Nanchang urban visual system, refine the design symbols for urban mobile media advertising and showing the technical elements. In the mobile advertising creative design in the form of audience awareness of things, brand experience and psychological demands of graphics, text, color design elements in the layout of the more stringent requirements. Combined with the daily life of the elements, to further design and research for design innovation resources integrati