户外广告在城市CI设计中的美学审视

王玲玲

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户外广告在城市CI设计中的美学审视
王玲玲
河北师范大学，石家庄 050000

摘要:

从创作目的、传播形式以及创作理念入手，分析了户外广告不同于纯精神形态艺术作品的审美特征，在此基础上，结合视觉形态、传播内容以及品牌效应，论述了户外广告对于城市CI设计的审美价值。根据城市CI设计的功能特性，提出了户外广告的审美创作应以艺术审美的设计理念与培植城市美学为主旨的观点，并给出了具体的审美创作原则。

关键词: 城市CI 户外广告审美特征审美价值审美创作

DOI：

分类号:J524.3

基金项目:河北省社会科学基金项目（HB10UYS026）

Aesthetics Survey of Outdoor Advertisement in City Identity Design

WANG Ling-ling

Hebei Normal University，Shijiazhuang 050000，China

Abstract:

From aspects of creation aim, spread form and creation conception, different aesthetics features of outdoor advertisement from pure spirit art work is educed based on analysis, and based on this, it discussed the aesthetics value of outdoor advertisement to city identify design combined with visual configuration, spread content and brand effect. According to the function feature of city identify design, it brought forward that the aesthetics creation of outdoor advertisement should based on the design concept of art aesthetics and opinion of urban aesthetics, and the concrete creation principles is described.

Key words: city identity outdoor advertisement aesthetics feature aesthetics value aesthetics creation