【作者】 赵玮；

【导师】 吴国欣； 赵月；

【作者基本信息】 同济大学 ， 环境艺术设计， 2007， 硕士

【副题名】以海南省三亚市解放路、三亚可西路为例

【摘要】 改革开放以来，中国的广告业以年均10％以上的速度成长，城市户外广告业占据了广告业总体的10％以上，大量设置的城市户外广告不但有力的促进了城市经济的反展，还改变了城市景观。事实证明，城市户外广告还在宣传国家政策，推进精神文明建设，彰显城市特色，调整和完善城市景观，丰富城市生活，提高城市的舒适性和便利性等方面发挥了重要作用。但也必须看到，城市中大量设置不当的户外广告不仅严重破坏了城市风貌，同时妨碍了正常的城市功能，干扰了市民日常生活，造成严重的视觉环境污染。一些城市户外广告数量之多，尺度之大，设置之乱，设计水平和制作质量之低，不但使城市景观丧失了个性，并带来大量负面的环境效应和社会效应。因此，城市户外广告设置已经成为城市规划、市容整顿和综合执法等政府部门一项重要的管理和引导内容。国内有关城市户外广告设置的理论研究刚刚起步，近年来部分城市颁布了城市户外广告《设置规定》、《条例》、《技术标准》和《规划导引》等。本论文可以为这方面的研究出一点力．首先总结发达国家完善的城市设计理论、城市景观学、户外广告设置审批制度、相关城市详细规划的法定内容。然后从城市规划法、道路法、建筑法、环境保护法等方面进行整合，完成城市户外广告设置研究的建构。同时运用该研究成果对我国城市户外广告设计和设置现状进行分析，深入剖析导致城市户外广告外在形态方面种种不合理问题的深层原因，并努力摸清中国城市户外广告设置的内在机制。最后结合三亚市两条主干道的户外广告整治的实例分析，探讨从研究策略、规划管理、设计制作三个层面建立合理的城市户外广告设置规范。更多还原

【Abstract】 In China, accompanied by the Reform and Openness, the business of advertising is improving rapidly with an increase by over 10% every year. Hereinto, the urban outdoor advertising occupies more than 10%. Apparently, outdoor advertisements not only effectively activate the development of the economy, but also influence the sights of the cities. Furthermore, proved by the truth, the urban outdoor advertising plays a significantly important role in national policy publicity, accelerating the construction of advanced culture and ethics, representing the personalities of a city, adjusting and consummating the sights of a city, enriching city life, and improving the coziness and convenience of a city as well.However, on the other hand, immoderately erroneous setting of outdoor advertisement may cause problems. Advertising unseemliness will harm the landscaping, affect the well-balanced city function systems, disturb daily life of residents and cause harmful pollution of sight environment. In some cities, their characteristics and personalities are losing because of the disordered organization of huge number of advertisements with terrible quality of design and production. Therefore, the setting of outdoor advertisement is becoming one of the most important parts of management and guidance of city layout and neatening and law enforcement for governments. It causes a great deal of negative effects of both environment and society if the management of outdoor advertising is ignored.In China, the research of theories about urban planning of outdoor advertisements just started. In recent years, some cities have promulgated the relevant stipulation of urban outdoor advertisement, for example, "Establishment Stipulation", "Orderliness", "Technical standard" and "Plan Guiding" and so on. This thesis is focusing on this field. The structure of the thesis is as follows: firstly, theories of city design and city landscape, systematic examining and approving rules for setting of outdoor advertising and detailed urban planing of developed countries will be summarized and introduced. Secondly, the integration of relevant laws will be employed to accomplish the structure of research methods for urban outdoor advertising layout. Thirdly, based on the results of the theory research, the recent situation and the reasonable system of outdoor advertising design and setting of China will be analyzed. Last but not least, an example about layout of urban outdoor advertising in Sanya is analyzed for the discussion about founding reasonable rules of urban outdoor advertising based on research strategy, setting management and design and production.更多还原