Study Of Outdoor Vision Modality Based On Consumer Culture

Consumption, which focused on merchandise use value ago, nowadays, is being turned to pursuing the image and meaning of consumables. Modern consuming is not only an economic process but also a culture process. The consuming culture, which looking for meaning and gist for consuming behavior, is manipulating people's values concept and consuming fashion by more and more information and image. In public space, as the most affluent resource in daily life this era, the outdoor ads are transmitting multifarious information which include new society culture's information by the means of a mass of vision image, at the same time, it boosts the development of economy. The outdoor ads became the leading actor of cities'visage and temperament. As an important form of advertisement, the influence of outdoor ads on modern society is becoming more and more notable. In information society, the development of science and technology brought abundant substance means, entertainment locations and more leisure time for people to lie fallow, which created new free space for the outdoor ads vision shape design, and brought far-reaching influence on the vision image's development. A certain social culture background could promote a certain sales promotion form of advertisement. The outdoor advertisement was surround by the consuming culture, so it should be influenced and controlled by the consuming culture too. Today, outdoor advertisement's status in quo and modality cannot get away from the background of consumption society and permeating of consuming culture, which made outdoor advertisement bear the weight of more and more characters and connotations of consuming culture. Study of the development and variety for outdoor ads vision modality cannot get away from the relation to consumption and consuming culture.This paper reviewed the development process of outdoor ads'vision modality in different period, analyzed characteristics of outdoor ads'for different category medium modalities, discussed the advantage of outdoor ads medium, and provided a new idea for updating outdoor modality originality design. On the condition of outdoor ads'...