电商时代下虚拟商业业态的整合营销传播策略TERRY资料.docxVIP

毕业设计（论文）报告纸 广告设计与广告价值关系的研究 摘要 ┊ ┊ 我国早期的户外广告形式是以招幌、海报等形式出现的。随着市场经济的发展壮大 , 广告在 ┊ 我国很多城市得到了普遍而迅猛的发展 , 其独特的传播形式和传播特点展现出它所具有的良好发 ┊ ┊ 展态势。广告似乎已成为整个城市环境和城市繁荣的象征。但在最近几年的超速发展中 , 有些问 ┊ 题也开始凸显 : 即户外广告虽处于城市环境中 , 对城市整体环境有很大的影响。但是 , 当前我国广 ┊ ┊ 告的发展却大多忽视了其在城市中环境因素的作用 , 忽视了对环境应有的尊重 , 背离了城市景观 ┊ , 结合一线 ┊ 和公共文化的要求。这就造成了广告与城市整体环境相脱离。 本文基于实际调研资料 ┊ 城市广告的发展状况 , 从城市环境与不同人群角度对广告设计做深入、具体的分析。全文分为三 ┊ 个部分 : 第一部分主要研究我国广告发展的现状以及主要凸显的问题。第二部分主要对我国城市 ┊ 装 广告所受的环境因素分析。这里的“环境”是一个多层面的概念 , 不仅包括空间环境同时也蕴含 ┊ ; 同时还对广告的类别、性质、目标消费群等因素进行分析。广告设计应全 ┊ 人文环境、视觉环境 ┊ 面考虑到这些因素 , 与城市和谐共生、相辅相成。第三部分主要站在可持续发展的角度上 , 分析广 ┊ , 只有这样才能提升空间环境的美感 , 才能尽可能地减轻生态环境的压 ┊ 告与城市发展的和谐共生 订 力 , 才能促进人文环境的延续。 ┊ ┊ 关键词： 传播形式 人文环境 和谐共生 ┊ ┊ ┊ 线 ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ 共 26 页 第1 页 毕业设计（论文）报告纸 Abstract Our early form of outdoor advertising is in the poster, posters and other forms. With the development of the market economy, advertising in many cities in our country has been widely and ┊ rapid development, its unique form of communication and dissemination of the characteristics of the ┊ good development of the show. Advertising seems to have become a symbol of the whole city ┊ ┊ environment and the citys prosperity. However, in recent years, the development of speeding, some ┊ problems have also begun to highlight: the outdoor advertising, although in the urban environment, the ┊ overall environment of the city has a great impact. However, the current development of Chinas ┊ ┊ advertising has mostly ignored the role of environmental factors in the city, ignoring the respect for the ┊ environment due to the departure of the urban landscape and public cultural requirements. This leads to ┊ the advertising and the citys overall environment. In this paper, based on the actual research data, ┊ ┊ combined with the development of the first tier cities advertising, from the perspective of urban ┊ environment and different groups of people to do in-depth and detailed analysis of advertising design. 装 The full text is divided into