The Situation And Developing About The Outdoor Advertising Art In The City

City outdoor advertising has become one of the most important forms of advertising sincethe early 80th. It is the third after the newspaper and television. Compared to otheradvertising media, city outdoor advertisement locates in the urban environment and hastremendous influence to city's overall environment and city's appearance. But currently, itsenvironment function is greatly neglected in our country. City outdoor advertising is onlytreated as economical and (or) the political propaganda method. This resulted the separatingof the outdoor advertisement and the city overall environment, defaced the city appearance.An analysis to the outdoor advertisement in terms of urban environment in detail isprovided in this paper. The paper is divided into three parts.The first part introduces the concept of the advertisement and city outdoor advertising,the developing history, research purpose and significance, classification, characteristics of cityoutdoor advertising and its status and function in urban environment.The second part analyses the situation of outdoor advertising in our country and exhibitsforeign experiences and enlightenments to us. The main problems of our city outdooradvertisement are lower level of designing and manufacturing, absence of artistry, settingarbitrarily and disorderly, planning disunity;confusing management, lack cooperation amongdifferent area;failing coincidence with urban architecture, structures and street space, lackwhole consciousness;breaking away from urban culture, history, lacking region characteristicand identified characteristic;pursuing economic effect simply, not combining with commonfacilities etc.. European outdoor advertising is very classical. Its artistic level, harmony withthe urban environment and general planning and so on may be used for reference.The third part discusses the developing tactics of city outdoor advertisement mainly. Theartistic level of city outdoors advertisement should be improved, make it decorate the city as akind of art form really. Meanwhile, it should be combined with urban planning, standardizingmanagement system, perfecting laws and regulations, coordinating the relation with urbanarchitecture, structures and space environment, according with region characteristics,reflecting individual characteristics, combining with common facilities, utilizing space andresource adequately, taking the humanized developing path, building the harmonious urbangeneral environment.Many kinds of problems still exist about our outdoor advertisement at present, especiallyin its relationship with the urban environment, it need long-term but arduous efforts to changethis kind of situation.