浅谈户外广告

单位代码05学号070125106分类号_G222_密级_________毕业设计（论文）浅谈户外广告院（系）名称新闻传播学院专业名称广播电视新闻学学生姓名张晨曦指导教师贾忠峰2011年5月10日黄河科技学院毕业设计（论文）第I页浅谈户外广告摘要户外广告是城市经济的重要组成部分，也是城市景观建设中的主要因素。随着人们生活空间的扩展以及生活方式的不断发展，户外活动成为新趋向，同时由于户外广告千人成本低，接触率高，在新世纪初期，预计增长速度将高于电视、报纸、杂志等传统媒体。过去户外媒体被认为是只用于宣传类似啤酒、化妆品、婴儿用品等，但现在情况已完全改变。随着高新科技的发展及其在户外媒体的广泛运用，户外广告创意不断提升，使得广告主更加注重户外广告的快速传播效果，逐渐将目光转向户外。现代城市对户外广告的需求决定了其在城市发展过程中举足轻重的地位。从总体上讲，户外广告的利用与发展应当确立并遵循“服从、服务于城市风格和城市整体规划”的指导方针，把户外广告的经济效益、社会效益、审美效益与环境效益有机地统一起来，以人性化、审美化、现代化的城市形象观念指导户外广告实践，赋予城市以灵魂和精髓。户外广告的利用与发展在实践中应充分注重协调性原则、装饰性原则和现代性原则。目前，从城市形象建设角度考察我国户外广告则存在着不少共性问题。这些现象的成因可概括为随意性、商业化和低层次三个方面。针对这些问题，必须做好户外广告的规划和管理工作，切实做到规划前瞻、管理科学、责任明确、实施到位。为此，需要处理好四个方面的问题：1.必须兼顾经济效益与社会效益；2.户外广告的整体风格与个体审美应统一；3.户外广告的宏观规划与微观规划应协调；4.户外广告管理与监督应统一。户外广告作为电视、电台、报纸、杂志等媒体曝光后能够有效延长广告印象的最佳辅助性媒体，已经显露出强大的生命力。户外广告将会出现以下态势：科技型、互动性、创意性、与环境的协调性、分众性、垄断性、管理的完善和研究的发展。黄河科技学院毕业设计（论文）第II页关键词：户外广告发展与利用原则，户外广告存在问题及对策，户外广告发展趋势黄河科技学院毕业设计（论文）第III页AbrieftalkofoutdooradvertisingAuthor:ZhangChenxiTutor:JiaZhongfengAbstractOutdooradvertisingisanimportantpartofurbaneconomy,alsobethemainfactorofurbanlandscapeconstruction.Aspeoplelifespaceisextendedandthelifestyleoftheunceasingdevelopment,outdooractivitiesbecomenewtrend,atthesametimebecauseofoutdooradvertising1,000low-costandlowcontactrate,earlyinthenewcentury,thegrowthofoutdooradvertisingisestimatedtobehigherthantelevision,newspapers,magazinesandothertraditionalmedia.Beforetheoutdoormediawasconsideredaswayofpromotiononlyforbeer,cosmetics,babyproducts,etc,butnowthesituationhascompletelychanged.Alongwiththedevelopmentofhightechnologyintheextensiveapplicationinoutdoormediaandcreativethoughtofoutdooradvertising,advertiserspaymoreattentiontorapidcommunicationeffectofoutdooradvertising.Theneedofoutdooradvertisingformoderncitymakesitimportantintheprocessofdevelopment.Generallyspeaking,theuseanddevelopmentofoutdooradvertisingshouldestablishandfollowtheguidelinesofobey,serviceinthecitystyleandcityoverallplan.Weshouldalsocombinetheeconomicbenefit,socialbenefit,aestheticbenefitandenvironmentalbenefitofoutdooradvertisingtogether,usetheideaofhuman-based,aesthetic,themodernurbanimagetoconductoutdooradvertisingpractice.Sothatitcangivethecitysoulandessence.Theutilizationanddevelopment黄河科技学院毕业设计（论文）第IV页ofoutdooradvertisinginpracticeshouldnoticeadequatelyharmonyprinciple,decorativeprinciplesandmodernityprinciple.Atpresent,urbanimageconstructionfromtheangleofoutdooradsinourcountryhasmanycommonproblems.Thecausesofthesephenomenacanbesummarizedasarbitrary,commercializationandlowlevelthreeaspects.Aimingatsolvingtheseproblems,wemustdotheplanandmanagementofoutdooradvertisingwelltomatchastandardoflong-termplan,scientificmanagement,clearresponsibilityandimplementationinposition.Therefore,weneedtodealwiththefouraspectsoftheproblem:1.Balanceeconomicbenefitandsocialbenefit.2.Theintegralstyleofoutdooradvertisingandindividualaestheticshouldunity,3.Themacroplanandmicroplanofoutdooradvertisingshouldcoordinate;4.Managementandsupervisionofoutdooradvertisingshouldunity.Outdooradvertisingasatelevision,radio,newspapers,magazinesandothermediaexposurecanprolongthebestauxiliaryimpressionadvertisingmedia,hasrevealedthepowerfulvitality.Outdooradvertisingwillappearbelowthesituation:scienceandtechnology,interactivity,creative,andenvironmentalcoordination,pointsthesex,monopolyandperfectmanagementanddevelopmentofresearch.Keywords:developmentofoutdooradvertising,useprinciplesofoutdooradvertisingproblems,countermeasuresofoutdooradvertisingdevelopment,trendofoutdooradvertising黄河科技学院毕业设计（论文）第V页目录一、导论（一）写作背景及目的·············································……（二）研究动态及价值···················································……（三）研究内容······················································……二、户外广告概述（一）户外广告的定义················································……（二）中国户外广告的发展历程··································……1．恢复发展期·············································……2．改革发展期·············································……3．膨胀发展期·············································……4．平稳发展期·············································……5．迅速发展期·············································……（三）户外广告的种类·············································……（四）户外广告的作用·······································……三、户外广告存在的问题与治理（一）中国户外广告的发展现状·····································……1.户外广告增长速度将超过传统媒体····························2.户外广告发布品牌已有快速消费品类产品扩展到众多行业········（二）中国户外广告的发展特征1．媒体数目增加，户外媒体覆盖率相对上升······················2．生活方式的变化引发对户外媒体的需求变化······················3．科技变化引发对户外广告的需求变化······················4．品牌成熟引发对户外广告的需求变化······················（三）我国目前户外广告的发展与利用原则······························…1.协调性原则·········································2.装饰性原则············································黄河科技学院毕业设计（论文）第VI页3.现代性原则·············································（四）我国目前户外广告存在的问题与对策·····························四、中国户外广告的发展趋势初探（一）户外广告的创新·······································……1．表现形式的创新··············································2．表现内容的创新·············································（二）中国户外广告的发展趋势··································……1．