| We live in a world and an age full of advertising that gives us impact and shock. Advertisers even design varieties of "toilet ads" to attract people although they only spend several minutes there. The globalization of the world economy brings together different civilizations. So is urban advertising, which is also called advertising culture or advertising civilization. It is a cultural phenomenon in the modern society. Advertising, an advanced technology industry, is a pioneer industry of the market economy. Therefore, the level of advertising development of a country reflects the prosperity of its market, the synthetical strength of its technology and economy, and the cultural quality of its society.This thesis briefly reviews the history of advertising. The earliest advertising is an oral advertisement. It is a clay trumpet of about 6,000 years ago, which is unearthed in Qing hai Drovince in 1980. The earliest printing advertising is a copperplate of a needle shop in Jinan in the Beisong Dynasty. This plate carries the signboard, trademark and public notice of the shop. It is now in the Shanghan Museum. Besides oral and abject ads, ancient advertising also includes signboard, couplet, lantern, flag, printing ads characterized by their primitive form, single content at low or even no cost, of course, its influence cyan very limited.In 1841, the earliest ads agency in the world was set up. This kind of agency profits by selling the coverage of newspapers to customers. This was soon employed in magazines.Chinese advertising industry developed gradually in the early 20th century. Shanghai at that time was known as the "capital of advertising" with varieties of advertisement. Newspaper was the main media. Advertisements covered over 50% of newspaper in Beijing and Shanghai in 1925. electronic broadcasting also came into being. Windowshop was very popular in department stores. Besides, there were also road sign ads, neon sign, transportation sign, slide ads, etc. in 1926, the first ads agency providing full-service was set up, characterized by its many organs and simple scheme. Adverting nearly disappeared in the cultural Revolution, At present, with the continuous and stable development of our economy, commercial campaign is very active, resulting in the rapid development in media.Advertising psychology is a science researching on how to employ the principles in advertising and how to make advertising adapt to the taste of the customers and be accepted by the public and exert its immense fully. Advertisers must fully understand and motivator the desire of customers. They must also choose appropriate media, stimulate the purchasing desire, take advantage of thevisual and psychological hints with the help of the psychological strategy of advertising.Advertising is commercial behavior for the most part. (Advertising for public welfare is an exception). The function of advertising is to convey commodity information and its purpose is to promote sale. So, it is closely related to market, consumer, proudest and media.This thesis also describes a picture about the future of urban advertising as follows: Advertising is the main force to build and popularize urban image system; Network advertising is sure to be the main media of future advertising; the development of urban adverting must conform to the norm of the practice; urban advertising should face the future and be carried out with a sustainable strategy.Advertising is an indispensable part of the future cities and an important component to integrate the urban image system. Both urban image system and urban advertising are a visual transference. They should depend on the physical and psychological elements of people and people's recognition of the outside world. The deep exploration of urban image system should start from a perceptual point of view to study the city we live in. urban image system depends on many dominant visual elements such as line, shape, color, space, time, quality, and the psychological factor of vision to express its perfect...
|
PDF Full Text Request