Denmassification-Exploitation And Visual Communication Design Of Environment Advertising Media

At the age of denmassification, not only the integrity of media should be focused on. Currently, we have to throw new light on the concept of media that medias are not only acting as vehicle of advertisement information but the media itself should be unrepeatable part of the advertisement. When selecting which media to bring the advertisement in, we should concern about not only the coverage of the Medias but also how far the engagement of the media goes in to the major target consumers of the product and the brand. This paper intends to summarize the outdoor Medias and indoor media into the concept of environmental advertisement media. The environmental advertisement pertinent characteristics of denmassification, its high coverage rate, sensible ratio of quality and price and its flexible expression have gradually been accepted by many of the mainstream advertisement agents and it has entered into a new epoch of high-speed development. So how to make out visual transferring design for environmental advertisement is of great realistic significance.The grounds of argument will get through by three levels:first of all, from the perspective of communication studies, analysis will be made on the close relationship between visual transferring and massive communication and then I will go further in working out that under the current circumstance of the transforming of media patterns from massive communication to denmassification, the advertisement information will manage to grasp the attention of target audience and realize ideal transferring effects only by making use of environment medias creatively.Then, the advantages and values of environmental advertisement will be shown through the analysis of the nature of environmental advertisement and its difference from other public Medias.Finally, this paper will, starting from the current situation of the visual transferring of advertisement in China, and studying international cases synchronically and diachronically with the reference of advertisement visual transferring theories, draw out the relative circular mode of environmental advertisement and then sum up the general methods of media development and the design of visual transferring for environmental advertisement.