The Study Of Urban Outdoor Advertising Planning In Changsha

In recent years, the functions of cities are becoming better and the urban management are becoming more maturing. People in cities request higher demands about urban landscape and environment in the process of urbanization. Urban outdoor advertising is an important component of the city landscape and the environment. Good urban outdoor advertising can creation of a city's image and build a city's character. An important task for urban planner and manager is to arrange a variety of outdoor advertising reasonably in urban space. The urban advertising planning become a new topics.The paper researches on the urban advertising in Changsha. It researches theory and analysis examples. The article is divided into six chapters.The first chapter is about the background and reason of the research, theory, the purpose and significance of the research. It summarizes the framework of the structure and basic content.The second chapter is the domestic and foreign literature review of the development of outdoor advertising,and many respects of the outdoor advertising, such as the methods ,management mechanism, laws and regulations, technical support.The third chapter is concern about important concepts of outdoor advertising. It also researches the characteristics, classification ,the role and development trend of outdoor advertising. It analyzes the relations of other planning with outdoor advertising planning.The fourth chapter is to discuss the five factor that affect the layout of the outdoor advertisings: economic factors, social factors, environmental factors in the landscape, functional factors and policies and regulations factor. It also raises the method of the overall planning and detailed planning.The fifth chapter is the researches on the current situation and the development of outdoor advertising in Changsha. It found the characteristics of layout of the outdoor advertising in Changsha and summed up the main problems of outdoor advertising. The main problems of outdoor advertising include lacking the overall planning, lacking of regional characteristics, density distribution unreasonable, the impact of urban safety as well as lacking of lighting at night. The sixth chapter is to table a proposal of outdoor advertising planning in three levels. The paper determines the overall structure of the outdoor advertising planning. It Controls the outdoor advertising planning in Category-based and sub-regional and determines the focus of control of outdoor advertising sites. It confirm the main road and control nodes of urban outdoor advertising planning. It require design artistic and creative.