户外广告创新形式研究

论文编号:WHCY122 论文字数:11709,页数:15 附任务书,开题报告,外文翻译,文献综述

 摘要：中国的城市景观，在大规模的背景下正在迅速改变。作为城市景观的载体之一，户外广告对城市环境的质量起着极为关键的作用，它不仅直接反映出城市的生活风貌与文化品位，也影响着城市的发展。在经历了一阶段无序发展之后，户外广告越来越受到政府与社会的重视。而今日，上至国家下至企业．“创新”这一命题，已被无数次提及。创新以它内在的革新力量关系着整个国家的生命力．影响着一个行业．一个企业的前途与发展，创新的概念与应用，被上升到全民族关注的高度，可谓无处不在。而对于充满着灵感与创意的广告界来说，创新更是巨古不变的致胜“杀手锏”。而随着户外广告业竞争的越发激烈，越来越多的广告企业遭到了淘汰，而更多坚守下来的凭借着自身的不断创新活力，从而得以在户外广告业占据一席之地，因而创新乃是户外广告不断发展的永动机。
 关键词：户外广告；创新；形式；创意；技术

RESEARCH ON INNOVATION FORMS OF OUTDOOR ADVERTISING
 ABSTRACT: China''s urban landscape, in the context of a large scale is changing rapidly. As a carrier of the urban landscape, outdoor advertising on the quality of the urban environment plays a crucial role, not only a direct reflection of the city''s life style and cultural taste, but also affect the development of the city. After the development of a disordered phase, the outdoor advertising more and more government and society. And today, from national down to the business. "Innovation" this proposition has been mentioned numerous times. Innovation for its innovative power relations inherent vitality of the entire country. Affect an industry. An enterprise''s future and development of innovative concepts and applications, concerns have been raised to the height of the entire nation, indeed everywhere. For full of inspiration and creativity of the advertising industry, innovation is key to success in the same old giant "killer." With the outdoor advertising industry increasingly fierce competition, more and more advertising companies been eliminated, and more stick down, full of innovative activity, which could take place in the outdoor advertising industry, and thus innovation but outdoor advertisement growing perpetual motion machine.
  Key words: Outdoor advertising; innovation; form; creativity; Technology

                    
目  录
绪论 1
一、户外广告发展现状及趋势 1
(一)发展现状 1
(二)发展趋势 2
二、 户外广告发展对策 4
(一)立体化的空间突破 5
(二)因地制宜,别出心裁 5
(三)向受众互动娱乐发展 5
(四)新技术的运用 6
(五)营销理念的创新 6
(六)户外广告媒体的创新 7
三、户外广告创新发展前景展望 7
(一)高科技手段的广泛运用 8
(二)户外广告利润的增加 8
(三)户外广告载体的扩展 8
(四) 户外广告媒体竞争加剧 8
四、 结论 9
致谢 10
参考文献 11