Study On The Relationship Of Outdoor Advertisement Design And Environmental Factors

The open advertisement is one of the earliest forms of advertisements. The earliest open advertisements in China appeared in the form of attracting flags or posters. In the following thousands of years, though other forms such as publication, broadcast, TV, cable communication, and internet are developing fast, open advertisements have always been one of the most widely used medium to establish brands or transferring information. As the market economy develops fast and people's standard of living is higher and higher, open advertisements have developed swiftly in a great range in many cities in China. The particular transmitting features and forms show its good developing tendency. Open advertisements seem to become the indication of a city's economical environments and prosperity. Though it develops fast in recent years, problems appear too. Open advertisements have great effects to the whole environment of a city. However, nowadays the rapid development of open advertisements in China has neglected its effect to the integrate atmosphere of the city. Its development disrespects the environment of city and deviated from the requirements of the scenic sight and public culture. Such a state has caused the deviation between open advertisements and the environment of the city.Based on the first-hand materials with examples of the development of the outdoor advertisements in Shanghai and Shenzhen, this thesis is to make a deep and detailed analysis of the outdoor advertisements from the perspective of the city environment. Structurally, this thesis consists of three chapters. Chapter one states the present situation of the development of outdoor advertisements in China and distinctive problems. Chapter two is the analysis of the influence of the environment on outdoor advertisements. The "environment"in my thesis is a multi-level concept, which consists of not only space environment but also humanity environment and visual environment as well. Besides, the analysis also involves such factors as category, nature and target consumers of the advertisements. The design of the outdoor advertisements should take all these factors into consideration and be in accordance with the development of the city. Chapter three focuses on the harmonious development of outdoor advertisement with city environment from the perspective of sustainable development. Only in this way can the design of the outdoor advertisements elevate the aesthetic feeling to the space environment, alleviate the pressure of the environment as much as possible and promote the sustainable development of the humanity environment.