摘要
户外广告通过呈现方式、材质展示等层面与城市视觉感知及文化气质发生微妙关联,其视觉表现的有序与否直接影响到受众对城市的印象判断和城市规划效果。本文通过对南京城市空间区域的整体考量和划分,根据区域商业或文化属性的不同需要,对户外广告进行规划和建议,理清其与附着物的关系,通过重整的机会,梳理区域内商业形态,改善不合理的建筑与广告关系的视觉结构,为历史文化名城户外广告与环境协调共生、构建和谐关系提供建议。
Outdoor advertisement has a subtle relationship with the image and culture of a city in terms of its presentation mode and material display. The orderliness of its visual performance directly affects the audience's judgment of the impression of the city and the effect of urban planning. Through the overall consideration and division of Nanjing urban area, according to the different needs of regional commercial or cultural attributes, outdoor advertisements are planned and recommended;the relationship between outdoor advertisements and attachments is clarified;the business forms in the area are sorted out through the opportunity of reorganization;and the visual structure of the unreasonable relationship between buildings and advertisements is improved. It offers suggestions to famous historical and cultural cities so that their outdoor advertisement could coexist harmoniously with the environment.
出处
《传媒观察》
2019年第10期53-58,共6页
Media Observer
基金
2015年江苏省社会科学基金项目“‘互联网+’语境下江苏创意文化开发研究”（15YSB011）成果
关键词
南京
户外广告
视序建构
视界融合
城市文化
Nanjing
outdoor advertising
visual order building
horizon fusion
