Study On Outdoor Advertising Landscape Planning Along City River

Outdoor advertising landscape is between the business and art, which involves a wide range of tertiary industry, ecological environment and human environment. Closely related to the sustainable development strategy of outdoor advertising industry, it plays an important role in reforming the urban living environment and creating an ideal harmonious society. Relying on the study on outdoor advertising along the city river where the research results have representative, the limited environmental space resources and their bearing capacity, this paper restrains and guides the set up of outdoor advertising, commits to creating a nice scenic environment, providing painstaking humanities concern and improving the overall image of the city.With the backing of the landscape theories and the integration of advertising relevant knowledge, the present dissertation makes a research on ideas and project design of outdoor advertising landscape. The thesis is formed six parts: the first chapter is the thesis background and meaning, the newest domestic and foreign research trends and the introduction about some conceptions and the research methods. The second chapter is the phylogeny of outdoor advertising, which is divided into ancient, modern and contemporary, mainly introduces the development of word advertising, signboard advertising. Various new forms of advertising appear continuously. The third chapter is the planning concepts of outdoor advertising landscape, summarizing functional subareas of city river banks, main types of outdoor advertising, constitute elements of outdoor advertising landscape, development needs and characteristics. The fourth chapter is describe the current status of an outdoor advertising, major analysis the problems and reasons of outdoor advertising landscape planning which is along our city river banks. The fifth chapter is the core part of the thesis, it includes the principles, methods, techniques and trends.Finally, for example by Fuzhou, several suggestions and views from the above research of thesis are given to outdoor advertising landscape planning along Min Jiang River, and propose different methods in the different functional areas.