Adjusting Measures To Local Conditions

As one of the most ancient advertisement media, outdoor advertisement has witness the rise and decline of AD trades about 150 years. Outdoor advertisement plays a important role in AD trades because of its long effect, variety and flexibility in setting up. Since 2000, outdoor advertisement which is seen everywhere began to develop at top speed in China. It' s a pity that the development of outdoor advertisement design can't keep the race with the expand of AD business. A lot of disgusting outdoor advertisements are distorting our environment.Under the condition that social economy and culture have made a greatProgress, what we need is original outdoor advertisement which can beautify surroundings, foil historical artistic conception and maintain sustainable development. It's a representation that people pursue better living condition and as well as a good expect to the prospect on AD trades. In order to achieve thesegoal, the norm must be obeyed-adjusting measures to localconditions .That means in outdoor advertisement we should use different creative strategy and design forms according to interior and exterior environment separately. This article discuss how to carry out the norm during originality and design. Here "environment" is a hierarchical conception which includes exterior condition, interior condition, physicalenvironment, history and culture. Outdoor advertisement' s form and developmental circumstance are it' s exterior condition. It' s necessary to quest new outdoor media for innovation and increasing effect. Interior condition means the interior factors such as the sort and the character of subject matter as well as consuming group. Appropriate way to express and proper originality should be chose in the light of interior condition. Physical environment consist of all kinds of factors just like outdoor advertisement' s geographical position, surrounding architectures, climate and so on. All the factors should be taken into account in outdoor advertisement design. Corresponding physical environment, history and culture both are immaterial environment which is composed of morality, sensibility, law, philosophy, art and national tradition base on the material basis. Outdoor advertisement has, the obligation to enrich national culture as the media facing the public. These are requests of adjusting measures to local conditions. Running the rule is on the foundation of lots of things such as comprehending disparate category of environment- enlarging the mind, seeking new media, learning allied discipline and meticulous attitude. Only the originality which adjusts measures to local conditions is reasonable originality as wellas only the design which follow this rule might be good design . Only such design can upgrade aesthetic feeling of space, ease the pressure on entironment as far as possible and help to continue local history and culture.