摘要
随着城市化进入新的阶段,人们的城市理念发生了变化,其户外广告优化与转型也就势所难免了。户外广告将不仅仅是一种环境媒体,而更应该成为一种人文媒体。优化与转型就是要以人性化、审美化、现代化的城市形象观念指导户外的广告实践;用新科技推动低碳、节能的载体替代污染、耗能的户外广告载体;以与城市文化互动而进一步凸现户外广告的文化责任。有基于此,广州市政府在大力推进新城市化的进程中,广州珠江岸线户外广告的设置规划以及实施的优化转型就成了一种较好的行动。
As urbanization steps into a new stage on which urban concept has been changed, the optimization and transformation of outdoor advertising is imperative. Outdoor advertising will be not only be environmental media, but also humanistic media. The optimization and transformation refers to guiding its practice with an idea of city image, which is humane, aesthetical and modem; it also refers to promoting low-carbon by new technology and replacing pollution and energy-intensive outdoor advertisement carriers by energy-efficient ones; furthermore, it focuses more on outdoor advertisement＇s cultural responsibilities through interactions with city culture. While Guangzhou government is promoting the new urbanization, the outdoor advertising design and planning along Guangzhou Pearl River shoreline is a good practice of optimization and transformation.
出处
《设计艺术研究》
2013年第1期62-66,共5页
Design Research
关键词
户外广告
新城市化
优化转型实践
outdoor advcrtising urbanization, optimization and transformation
