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    题名: 廣告招牌形成之都市視覺景觀的結構分析--以臺北市為例
    其它题名: Structure analysis of billboards in urban visual lanscape - Taipei
    作者: 鄭益豐;Cheng, I-feng
    贡献者: 淡江大學建築學系碩士班
    蘇睿弼;Su, Jui-pi
    关键词: 廣告招牌;都市視覺景觀;都市結構;billboard;urban visual landscape;urban structure
    日期: 2008
    上传时间: 2010-01-11 05:34:26 (UTC+8)
    摘要: 廣告招牌是亞洲城市都市景觀上的重要特色,如影隨形,少有都市街景是看不到招牌的出現的。廣告招牌隨都市中商業行為的強弱而有不同的面貌,在密集的分布情形下,廣告招牌已經不是建築立面上的單點元素,而是連續分布甚至相連成一個面狀分布,如同一個新的皮層覆蓋在建築立面之上,形成一個新的街道立面。
    在許多過去的廣告招牌研究中,常對廣告招牌偏向感性的主觀陳述,在討論的角度上也都侷限在於廣告招牌的本身,視野狹隘使得討論的觀點無法突破,因而落入廣告招牌的枝微末節之中,而看不到廣告招牌景觀的全貌。本研究透過研究廣告招牌的視覺結構以觀察隱藏在招牌背後的都市性質,並且建立一個普遍適用的紀錄分析方法以利客觀的進行都市性質的討論及避免流向主觀的陳述。主要的研究內容如下三點:
    1. 建構一個廣告招牌調查紀錄方法,可供都市研究參考,並具有普遍適用性。
    2. 找出都市中廣告招牌的組成結構,與其具有之都市性質討論。
    3. 找出與過去的都市分析方法結合的可能性,並作比較討論。
    Not only is billboard a significant feature in a great deal of Asia’s urban landscapes, it is to be observed everywhere and hardly undetected.Influenced by the activities of commercial behaviors, billboards of urban landscape tend to have different appearances. Spread out in tight squeezes, they are no longer single elements on a single building facade, but sequential disperse, or a spatial distribution, like a layer of skin lying on top of the building facade that creates a new street façade.
    In previous studies of billboards, researchers tend to concentrate more on subjective depiction with more sentimental statements than scientific analyses. Furthermore, previous studies narrow down the research scope by discussing the billboards per se, which trapped the studies in trivial details rather than broaden the complete picture that billboards bring to the urban landscape.The thesis attempts to observe urban characteristics that are shadowed by billboards via analyzing their visual structures. Another target intention of the thesis is to establish an analytical approach which is universally applicable in discussing and documenting billboards objectively without leaning toward subjective depiction.
    1. Establish an approach that document and investigate billboards with universally applicable quality.
    2. Reveal the composing structures of billboards in urban areas and to discuss the urban characteristics.
    3. Disclose the possibilities of combining previous methods of urban analysis and the target approach which the thesis aims to establish. Compare and discuss the similarities and differences between the two approaches.
    显示于类别:[建築學系暨研究所] 學位論文

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