The City Center Downtown Outdoor Advertising And Building Integrated Design Research

With the rapid development of outdoor advertising attached to buildings, it has played an important role in the composing elements of commercial architecture. In order to realize the harmony between the advertising and the building it attached, the design integrated architecture with advertising is been introduced, for it makes commercial advertising an organic part of a building. This practice not only satisfies the economic needs relying on the effect of advertising, but also the needs of the function and aesthetic value of a building.This thesis aims at solving the conflict between the outdoor advertising and the city landscape and the architectural images at the sense of architecture. It analyzes deeply the reason of this problem from the angle of design, operation and administration. And then it puts forward the procedures, methods and principles of the integrated design of the advertising and architecture to provide useful preference for the design of outdoor advertising, at the same time, it fills the gap of this type of design.The first part which corresponds to the chapter one gives a basic introduce to the current situation, the developing trend and the existing problems both home and abroad of the outdoor advertising. And the it presents a concept of the integrated design of advertising and architecture, so as to provoke the exploration followed in this thesis.The second part which corresponds to the chapter 2 of this thesis discusses common types of outdoor advertising and the reason for the conflict between the advertising and architecture. And the it gives a composite comment of the correlated theories which are needed in this thesis.The third part which is the chapter 3of this thesis analyzes the specific needs and contents of the integrated design and then it explores the design principles and procedures of it for different viewpoint.The fourth part which composes the chapter 4 ,chapter 5 and chapter 6 discusses the methods of the integrated design thoroughly. It develops its research from two aspects- the architectural form and function. At the aspect of form, it proposes a design method based on the cognition of the overall environment, the mode of the integrated design of advertising and architecture, the way making architecture advertising and making advertising architecture concerning over advertising posts at the time designing new buildings; and at the aspect of function, it mainly discusses the flexible control of advertising over space boundary and over the hierarchy of privacy and the conduct of advertising over the cognitive deeds of human being, the control over the attention of people and the integrated design between architecture lighting, ventilation, sunshade and advertising, and it mainly focuses on its main characters, application sphere and case study.The fifth part which is the chapter seven of this thesis demonstrates how to put these method into reality through the case of the design of the Jincheng Tower in Three Gorges Square in the city of Chongqing and at the same time it also checks out this design method.The sixth part is the summary of this thesis which summarizes the main achievement of the foregoing chapters, and places a great hope over the development of this technique.