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城市媒体色彩传播,其本身就承载着城市媒体传播的符号与信息,同时也关系着城市媒体的传播效果。而国内,城市媒体色彩传播起步晚,较少能上升到整体规划层面,对城市的传播效果以及其品牌塑造产生负面影响。故研究这一问题具有相当程度的必要性。本文分别阐述城市媒体论(理论支持)、城市媒体色彩传播概述,通过简略案例剖析城市媒体色彩传播可行之道。
The color communication of urban media, itself, carries the symbols and information of urban media communication and also affects the media effect of urban media. In China, however, the color media transmission of urban media started late and seldom rose to the overall planning level, which had a negative impact on the city’s communication effect and its brand building. Therefore, the study of this issue has a considerable degree of necessity. This article elaborates on the urban media theory (theoretical support), the overview of urban media color communication, and analyzes the viable ways of urban media color communication through brief cases.