摘 要
武汉作为我国中部大城市，在我国经济建设中越来越起到重要作用。随着我国经济建设和经济的快速发展，城市商圈广告也越来越受到重视和关注。由于长江、汉江使武汉市分为了武昌、汉口、汉阳三镇，加上沿江四岸构成了一座江水、汉水、湖泊等靓丽的风景大城市。随着武汉经济快速发展也推进了武汉市商业广告的不断完善，武汉市商业广告从最初的商场橱窗广告，到户外品牌广告牌、三面翻、电子屏幕等，不断改进的各式各样的商业广告形式也成为这座城市不可或缺的城市风光。对此，本文针对武汉大型商圈橱窗广告设计为例，商业橱窗广告作为一种广告设计艺术形式，在今天数字媒体时代已经具有了新的要求，其橱窗的设计手段和表现形式越来越多样化，从静态走向了模拟互动。
本文武汉大型商圈橱窗广告设计研究，以武汉市商业橱窗广告为例，对商业橱窗广告形式分析，并通过具体案例论述了武汉大型商圈橱窗广告在设计方法和表现形式上的创新，也说明武汉市商业橱窗广告设计在发展的过程中以各种优势崭露头角。本文通过文献资料查找、实地研究、对比分析等方法，从国内外大型商圈的橱窗广告存在的问题、武汉大型商圈橱窗广告改进的措施几个方面进行的分析和探讨。由于数字媒体技术给橱窗广告设计带来的全新改变，实现了三维动态化互动广告设计效果，这些新的表现形式和呈现方式，是怎样融入而来，又是如何改变了武汉大型商圈橱窗广告设计形式与传播方式。早期的一些理论观点赖以产生的基础发生了新的变化，所以，对武汉大型商圈橱窗广告设计进行了分析和探讨，具有理论价值和实际意义。
关键词：武汉，大型商圈，橱窗广告，设计形式
Abstract
As a big city Wuhan in central China, the increasingly play an important role inChina's economic construction. With the rapid development of China's economicconstruction and the economy, urban district advertising more and more attention andconcern. Because of the Yangtze River and Hanjiang River in Wuhan Fen to makeWuchang, Hankou and Hanyang three towns along the four banks together constitutea river, the Han River, lakes and other beautiful scenic cities. With the rapid economicdevelopment of Wuhan promoted continuous improvement of outdoor commercialadvertising in Wuhan, Wuhan commercial advertising from the initial windowshopping malls, to outdoor brands billboards, three up, electronic screens, a variety ofcontinuous improvement outdoor commercial advertising has become indispensablecityscape city. In this regard, this paper, a large district of Wuhan window advertisingdesign, for example, commercial window advertising as an advertising design artform in today's age of digital media has had a new requirement, the design tools andmore diverse forms of windows of, from the static to the interactive simulation.
Wuhan large district window advertising design research article, WuhanCommercial window advertising, for example, forms of advertising on commercialwindow analysis, and discusses specific cases by major business district of Wuhanwindow advertising innovation in design methods and forms of expression, alsoshows Wuhan commercial window advertising design in the process of developmentin a variety of advantages to emerge. Through literature search, field studies,comparative analysis and other methods, from domestic and foreign large districtwindow advertising the problems, Wuhan large district window advertising measuresto improve several aspects of the analysis and discussion. Because of the new digitalmedia technology to change the window advertising design brings to achieve athree-dimensional dynamic interactive advertising design effect, these new forms ofexpression and presentation, is how to integrate into from, and how to change themajor business district of Wuhan window advertising Design forms and means ofcommunication. The basis on which some of the early theoretical perspectivesgenerated undergone new changes, therefore, to analyze and discuss the majorbusiness district of Wuhan window advertising design, with theoretical and practicalsignificanceKeywords: Wuhan,large district,window advertising,design form
目 录
摘 要
Abstract
目 录
第 1 章 引言
1.1 选题的目的
1.2 研究的意义
1.2.1 理论意义
1.2.2 现实意义
1.3 研究的内容
1.4 研究方法与思路
1.4.1 研究的方法
1.4.2 研究的思路
1.4.3 解决的问题
2.1 大型商圈的概念
2.2 武汉商圈的简述
2.3 橱窗广告的设计
2.4 武汉市橱窗广告设计
第 3 章 国内外大型商圈橱窗广告设计现状
3.1 国外大型商圈的橱窗广告设计现状
3.2 国内大型商圈的橱窗广告设计现状
3.3 武汉大型商圈的橱窗广告设计现状
第 4 章 武汉大型商圈的橱窗广告形式综述
4.1 汉口商圈的橱窗广告形式
4.1.1 解放路商圈橱窗广告
4.1.2 新华路商圈橱窗广告
4.2 武昌商圈的橱窗广告形式
4.2.1 街道口商圈橱窗广告
4.2.2 光谷商圈橱窗广告
4.3 汉阳商圈的橱窗广告形式
4.3.1 王家湾商圈橱窗广告
4.3.2 钟家村商圈橱窗广告
第 5 章 武汉大型商圈的橱窗广告存在的问题
5.1 商圈橱窗广告外观千篇一律
5.2 商业区橱窗广告与建筑环境不相协调
5.3 商圈橱窗广告主题不明确
5.4 商圈橱窗广告缺乏互动性
第 6 章 武汉大型商圈橱窗广告改进的措施
6.1 武汉商圈橱窗广告的整体观念
6.1.1 商业橱窗广告与建筑物结合
6.1.2 商业橱窗广告与街道风格融合
6.1.3 商业橱窗广告与色彩规划
6.2 武汉商圈橱窗广告的区域特色
6.3 武汉商圈橱窗广告的人文关怀
6.4 本章小结
第 7 章 结论
参考文献
致 谢
