【作者】 江莹；

【导师】 徐百佳；

【作者基本信息】 苏州大学 ， 设计艺术学， 2010， 硕士

【摘要】 户外情景广告是体验经济时代的产物。在体验时代下,传统的户外广告影响力日渐式微,新兴的户外情景广告大有青出于蓝而胜于蓝之势。为了有别于传统户外广告说教式的诉求手法,新兴的户外情景广告形成了自己独特的诉说方式和营销手段。它不仅生动地传播广告信息,还借以情景互动为手段,通过视觉传达的方式,使受众的感官一一被触动,形成一幅由多种刺激组成的综合形象。本文基于实际调研的资料与搜集的著作文献,结合户外情景广告的案例状况,以“媒介”、“情景”为本文的切入点,对户外情景广告做深入、具体分析。广告受众的参与,环境媒介的融入,情景化的营造,空间化的感染,立体化的交流,使户外情景广告的诉求更具竞争力与穿透力。多层次、多方位地考察研究户外情景广告为其设计与创意提供实践与理论的依据。更多还原

【Abstract】 The outdoor scene advertising is a product of the experience economic times. Under the circumstances of the new experience economic times, effect of the traditional outdoor advertising is gradually declining. The general trend is that the traditional outdoor scene advertising is bound to be surpassed by the burgeoning outdoor scene advertising. The outdoor scene advertising has developed a unique way to appeal and market in order to differ from the traditional didactic outdoor advertising. It not only transmits information vividly, but also makes useful interactive scene. Through the way of visual communication, people’s senses are activated. They can be composed a comprehensive image by a variety of stimuli.Based on the actual research information and the works of literature that I have collected on outdoor scene advertising cases, this thesis starts from a deep and detailed analysis of the outdoor scenes advertising from the media and scenes. Participation of the audience and the ambience medium, creation of the scenes, infection of the space, communication of the way of 3D, all these make the appeals of the outdoor scene advertising more competitive and penetrating. Multi-level and multi-faceted study on outdoor scenes advertising provides a basis of practice and theory for design and creation.更多还原