构建城市视觉秩序下的户外广告规划  

Constructing outdoor Advertising Planning under Urban Visual Order

作　　者：倪静[1] 张蓓贝 Ni Jing;Zhang Bei-bei(Nanjing Normal University,Nanjing 210023,China)

机构地区：[1]南京师范大学,江苏南京210023

出　　处：《江苏商论》2018年第4期8-11,35,共5页Jiangsu Commercial Forum

基　　金：江苏省社科基金"江苏城市形象设计研究"(项目编号:13YSD032);江苏省高校优势学科建设工程资助项目

摘　　要：城市的视觉呈现是人文景观在地域性上的价值观、生活与情感的物化的高度概括。不同地域、城市有不同内在认同才会给城市带来良性的、可持续的发展可能。这取决于政府和城市民众个体对城市本源文化和自身的了解以及现实状况的判断。本文从户外广告作为城市视觉元素的存在,及其在城市视觉环境中的交互作用,户外广告在城市视觉秩序中的要求等三方面对新型城市的户外广告规划与城市建设的关系进行了探讨。The visual presentation of the city is a highly generalized view of the humanistic landscape that should be a regional value,life,and emotion.Different regions and cities have different internal identities that will give cities a healthy and sustainable development.This depends on the government’s and city’s individual’s judgment of the city’s origin culture and its own understanding of the actual situation.This article discusses the relationship between urban outdoor advertising planning and urban construction from the perspective of outdoor advertising as the existence of urban visual elements,its interaction in urban visual environment,and the requirements of outdoor advertising in urban visual order.

关 键 词：城市视觉 户外广告 秩序 

分 类 号：F713.8[经济管理—广告]