Outdoor advertising is the specific elements of the urban landscape is the visible expression of urban culture, construction of outdoor advertising in the city's image has a very special place and a very important role.
Outdoor advertising includes billboards, neon signs, electronic signs, advertising light boxes, windows, signs, physical modeling and other forms of outdoor advertising in the city image building and other elements (architecture, green, etc.) has its own unique advantages in comparison. The rapid development of high technology effectively to promote the advertising outdoor advertising in particular, toward the electronic, artistic, modern, three-dimensional in the direction of development, The Truth, live, new and aesthetic development of the modern advertising goals.
Outdoor advertising has bid farewell to the stick back a single approach, a single target, a single form of pure information conveyed by the traditional, forward the vision, color, environment, architecture and modeling, and other fields, and a number of disciplines, to demonstrate the spirit of the times people and a variety of integrated performance features, outdoor advertising exactly this trend and the pursuit of modern urban image-building objectives fit. It is the changing new, and can be arbitrarily shaped image, transform image; it is flexible, can be adapted to local conditions in harmony with the surrounding environment: it is less investment and quick, you can quickly change the urban landscape. Based on this, we have every reason to say, outdoor advertising has become a city of prosperity, culture and modern high and low levels of meaning representation. Image building in the city, outdoor advertising and landscaping, architectural style, neighborhood planning and other factors have equal importance.
Outdoor advertising's role in building concentrated in five areas:
First, the beautification role. Outdoor advertising varies by city, vary, vary due to King, more colorful, in different ways and forms of people with visual impact and aesthetic pleasure. A block billboards like those many shining pearl inlaid on buildings, roads, streets, creating a scenic city line. When the unique style, distinctive features, colorful outdoor advertising and modern buildings, living quarters to form a unified aesthetic style, then added a more modern urban harmony beauty and rhythm.
Second, blocking the city's "ugly." This is the most direct use of outdoor advertising. For the under construction building sites, large or giant billboards can be used to Weidang dust to protect the city's clean, sound barrier complex to less noise pollution. For urban beautification of a number of difficult or not the lot or part of T-way, such as the city's railway bridges, outdoor advertising can be clever cover and beautify the outside, dirty, chaotic, sugarcane is clean, Qi, the United States, in the call room and spatial provide for the effective way to cure urban ills.
Third, the purifying effect. Beating design is reasonable, properly organized, quiet and cozy outdoor advertising and the fast pace of modern life and urban busy, noisy and the formation of dynamic and static, tension and relaxation, I gangrene din of dialectical unity and calm, the city can adjust the tension and relaxation impatience of people, reduce stress, this regulation may be necessary for the practice has been confirmed. And promote the theme, spirit of the times of public service ads, even as the city of spiritual civilization construction of the image.
Fourth, the lighting effect. The outdoor advertising as the main body of the urban landscape lighting, outdoor advertising to a large extent the value of photo development. With neon lights, internal lighting, external spotlights, floodlights, laser lights, fiber optics, and outline the city lights decorated Ambilight, colorful traditional lanterns, calligraphy, wood carvings, etc., and modern neon signs, light boxes, windows and other outdoor advertising pavilions, street of the "street art" window advertising to make the street lively and colorful, colorful, beat flashing, confusing lights,''told the city's night express a romantic atmosphere. As Daniel Bell described it: "If there is no light signs, what can we do as a sign of big cities? Air passing over the city people, you can see the darkness of the background, clusters of colorful lights ad flicker, like a crystal gem. people assemble together to shine with the neon, the import of bustling crowds, sharing the vitality of the city. "
Construction of a modern city in the 2l century, China is an important strategic objective. Outdoor advertising with its unique features and charm the city has added a kind of vibrant modern city is giving up, lively, beautiful and generous flavor of the times.
Outdoor advertising and architectural harmony is an important task of modern urban development, involving natural, economic, social, cultural, etc. at all levels of content. Harmonious environment for urban development is closely related with people's lives. In recent years, construction of urban environmental planning and the idea of constantly updated.
The level of urban environment is also rising, city residents generally feel that the improvement of living environment. However, economic prosperity in the market today, outdoor advertising overwhelming lack of harmony and unity with the building, often breaking the "solidification of Music" in harmony, only some fragmentary "notes" the. The issue has become a harmonious urban development in the discordant tones, caused the public and government concern about the advertising industry in general.
City streets as the daily activities of public space. Thus building the street carrying a large number of commercial information for a variety of commercial ads as a means to a variety of business information competing for the support body. These ads any more settings and frequently overlapping and gradually change the building's original form, affect the order of city streets and features of the landscape. Outdoor advertising in urban development process, how to promote each other, rather than hinder each other, and even opposition, as a city of harmony and development of shoulder heavy responsibility of managers, the problem in the treatment of outdoor advertising on how to do long-term planning and the classification of Yin Dao, rather than blindly remove This is not just a trade sex, but a vital concepts of governance and the credibility, image and soft power of the city, brand communication and multi-economic prosperity of the modern urban ecological problems, need of rational analysis and multiple.
1. In the form of outdoor advertising and architectural level
Form level, meaning that people can experience the architecture by intuition with the explicit body, shape, size, color, texture, position, orientation and expression. Form layer of stimulus and response directly, although it reflects the surface properties of construction, but it is a kind of deep knowledge must pass through the portal and leading. The construction of the atmosphere, tone, character and appreciation of outdoor power made extensive 'divisions and the construction of harmonious action are the most obvious being psychological effects, especially in the emotional reaction in the wake unique role.
Kevin Lynch, Image of the material form the city divided into five elements of a road, boundary, region, section and markers. Cities, the five elements of physical form of outdoor advertising may be attached to objects. Outdoor advertising can not only rely on the buildings and street furniture, while self into the system, independent of the outside of buildings and street furniture. Outdoor advertising is the city an important part of environmental facilities, and construction, transportation, greening the city system and set jointly formed the city's geo-spatial and visual surface. A city of the United States, as a whole is harmonious, more than the urban part of the space environment are interrelated, complex interaction of beauty.
Keep up the pace of outdoor advertising fashion update on behalf of the frequent. It is with the architecture, the natural world, human activities, and other objects with high frequency changes in the form of levels together form the city life in vibrant side, making the urban landscape with the same years as the natural change of the wind, four seasons rotation.
2. Outdoor advertising and the construction of the image level
Image dimension is the form level, the structure of an inclusive and contains more elements of the structure through the spatial framework for the use and function of typical symbols shown signs of building the content. It can be expressed architectural nature, purpose, site characteristics, and human relevance, and the visual can be identified, could be memory, intelligibility, and more.
Outdoor advertising "get together" phenomenon to the street, where the section area and even have an obvious place for features such as commercial street, IT street, Motor City and so on. Some characteristics of outdoor advertising, as distinguished from the surrounding environment has become to attract attention to the characteristics of the visual center, making large area, small block, I identify various scales of space. Outdoor advertising landscape shape allows identification of urban space with its landmark role in people over their environment and have a clearer understanding.
