摘 要
随着城市公交现代化建设不断加速，公交车已经成为一个城市必不可少的交通工具。城市公交车以其流动性大、覆盖面广以及全天候重复传播等优势，早已被用为广告的一种传播媒体。武汉市公交车广告也是伴随着城市公交现代化应运而生，公交车身广告遍地开花，车内广告琳琅满目。媒体形式的多样化，使公交车广告快速发展，广告信息让人应接不暇。武汉市公交车广告，在引领时尚消费、促进城市经济建设和城市文明建设等方面起到了积极作用。武汉市公交车广告在表现形式和设计形式上有不少优秀的案例，但是也存在一些不足之处。如公交车广告数字化设计创意欠缺，设计形式受传统局限；部分公交车广告设计没有很好地结合媒介特征；公交车广告设计没有充分利用电子媒体技术进行有效的视觉展现；公交车广告设计与武汉城市文化、环境的关系还存在着一些不融洽的现象；甚至较为普遍性地没有充分发挥公交车体内外的有效资源，通过互联网实现与受众的互动等。
本文着手于公交车广告设计形式，结合国内外关于公交车广告研究的文献资料理论及优秀设计案例，对武汉市公交车广告表现形式的类型、设计特点等进行了分析。基于武汉市公交车广告现状的走访体验调查，着重阐述了武汉市公交车广告的数字化设计要求，分析了武汉市公交车广告发展中存在的优势、劣势，并提出了合理建议；最后以武汉市公交车 402 旅游线路为例，强调了武汉市公交车广告设计应该利用其车身、车内的各种媒介表现形式，以地域资源为内容或以其环境、人文等为元素，运用一切符合媒介特征的设计形式，构成与受众的互动，有创意地宣传产品或品牌，服务于武汉城市的经济建设和文明建设。
关键词：武汉市 公交车广告 设计形式 媒介形式
Abstract
Along with the growing construction of modernization of urban publictransportation, buses have become an essential means of transportation in cities. Withadvantages such as great mobility, wide coverage and all-day repeated spreading, urbanbuses have become a kind of communications media for advertisements. Diversifiedforms of media facilitate the rapid development of advertisements and advertisinginformation is overwhelmed. Bus advertisements in Wuhan City have played an activerole in leading fashion, and promoting the construction of urban economy and urbancivilization. There are a lot of excellent cases of bus advertisements in Wuhan City interms of expressive forms and design forms. However, deficiencies also exist. Forexample, there is lack of originality in the digitalized design of the bus advertisementswith design forms restricted by traditions; some of the designs of bus advertisements arenot well integrated with media features; electronic media technology is not fully utilizedin the design of bus advertisements to realize effective visual display; there aredisharmonies between the design of bus advertisements and the culture and environmentof Wuhan City; and even it is common that the resources in and out of the buses are notfully and effectively utilized to realize interaction with the audience through internet.
The paper mainly focuses on the design forms of the bus advertisement, combinesdomestic and foreign literation on studies of bus advertisements and excellent designcases, to analyze the categories and design features of the expressive forms of busadvertisements in Wuhan City. Based on the visit, experience and investigation for thepresent situation of bus advertisements in Wuhan city, the author emphasizes thedigitalized design requirements for bus advertisements in Wuhan City, analyzes theadvantages and disadvantages in the development of bus advertisements in Wuhan Cityand offer reasonable suggestion; in the end, the author takes No. 402 Tourist Bus as anexample emphasizes that, in the design of bus advertisements in Wuhan City, all kindsof expressive forms of the media in and out of the buses should be utilizes, withregional resources as contents or environments or culture as elements to apply anydesign form that complies with the media features to construct the interaction with thetarget audience and creatively promote products or brands and serve for the economicand cultural construction of Wuhan City.
Keywords: Wuhan City,Bus advertising,Design forms, Media form
目 录
摘 要
Abstract
目 录
第 1 章 引 言
1.1 研究目的和意义
1.1.1 研究目的
1.1.2 研究意义
1.2 国内外研究现状
1.2.1 国外研究现状
1.2.2 国内研究现状
1.3 研究内容与方法
1.3.1 研究内容
1.3.2 研究方法
第 2 章 公交车广告表现形式
2.1 国外公交车广告形式类别
2.1.1 国外公交车主要广告表现形式
2.1.2 国外公交车主要广告设计特点
2.2 国内公交车广告形式类别
2.2.1 国内公交车主要广告表现形式
2.2.2 上海、北京、广州等公交车主要广告设计特点
第 3 章 武汉公交车广告设计表现形式
3.1 武汉公交车广告表现形式分类
3.1.1 平面媒体广告形式
3.1.2 电子媒体广告形式
3.2 武汉公交车广告设计特点
3.2.1 武汉公交车广告设计的艺术性
3.2.2 武汉市公交车广告设计的互动性
第 4 章 武汉公交车广告设计的数字化
4.1 设计结合媒体的流动性
4.2 设计结合媒介的特征
4.3 设计处理好与环境的关系
第 5 章 武汉市公交车广告新构想
5.1 武汉公交车广告的优势与劣势
5.1.1 武汉市公交车广告优势
5.1.2 武汉市公交车广告劣势
5.2 武汉公交车广告解决问题的方法
5.2.1 对管理问题的解决方法
5.2.2 对技术层面问题的解决方法
5.3 402 路公交线路环境分析
5.4 402 路公交广告创意表达
5.5 402 路公交广告形式设计
结 论
致 谢
参考文献
