Study Of The Development Of The Highway Outdoor Media Resources

In the information economic era, outdoor media is a high-speed access to social media information flow. It has important functions such as establishing images, establishing brand, disseminating culture and shaping landscapes. The research, development, utilization and protection of the resources shall be reflected on strengthening of highway outdoor advertising design and settings standardized management. Improve and optimize road space to improve road environment quality, enrich and improve theoretical system of highway planning and construction have important practical significance and far-reaching historical significance.In this paper, it takes limits and values of existing resources, location selection and assessment, inheritance and innovation as main content in Shandong expressway outdoor advertising. It takes problems arise in Jilai highway media resource development and planning process as the breakthrough point, applies advertising science, design science, communication science and regional science in geography, carries out site survey, makes site investigation, time sampling and factors contrast. It elaborates on property clarity, location optimization and design innovation these several key aspects to make analysis on the relationship among highway outdoor advertisement settings and other constraints. At the same time, it takes "development and planning of Jilai highway media and resource "as an example, explores and sets up specific planning framework and design workflow of outdoor advertisements settings.This paper takes the rational development of highway media resources as study subject, takes case study as basis, from the individual to general, from micro to macro, from figurative to abstract, gradually makes analysis, draws conclusions, makes summary to let research findings have a certain theoretical significance and practical application value. The full text elaborates from main five aspects: First of all, it introduces the research value of subject, purpose of the study and status quo of the research; Then it makes a brief summary on concept, characteristics, roles and functions of highway outdoor advertising, points out highway outdoor advertising has all the functions in addition to outdoor advertising. (Such as information dissemination functions, economic functions, cultural functions, social functions) It also has landscaping function and geographical identification which is unique; other forms of advertising do not have these unique features. On this basis it makes analysis of the existing problems of highway advertisement operation and management and analyzes the causes; In the third part of paper it makes a comprehensive and systematic research on highway outdoor advertising regional theory and "DIS" zoning plans, poses outdoor advertising layout model and applies this model in practical cases. These help to make a more reasonable division of advertising area and district program points for Jilai highway. In the fourth part of the article, the author takes "development and planning of Jilai highway media and resource "as an example, gives systematic study and presentation of specific methods, workflow and technology roadmap for forming highway media resources' development and planning with a view to offer a few instructive suggestions for other highway media development and planning. In the last part of the article it is the forecast of future highway outdoor advertising developments, including the research on highway media strategic and sustainable development and exploration of highway advertising innovations. It makes the audience can receive advertising information in appreciation and pleasures and reaches the pursuit of economic and social benefits these dual demands and purposes.