The Aesthetic Study Of Outdoor Advertising

With the further process of reform and opening up, outdoor advertising has achieved rapid development in the past 30 years. But meanwhile, there also have many problems in the process of readjustment, such as the effect of advertising decline, visual pollution arise, indiscriminately expanding the scale of operations and so on. This not only damaged the city's living environment, but also restricted the development of outdoor advertising. The reason is, in addition to advertising their own issues, but also ignored the people's living environment of the rising aesthetic requirements. For this reason, this paper deal with the outdoor advertising aesthetic in an aesthetic view, helping people to have a proper understanding of the value and the prospects of the future development of outdoor advertising.City Outdoor advertising is the object of this research, it includes outdoor set up independently or with the construction (structures), transport to set advertising, as an information media commercials, public service advertising, does not include the post or not based architecture handwritten ads. In this paper, combining advertising, aesthetics, urban landscape science, design, psychology, linguistics and other related disciplines, standing on the basis of typical case studies, it tries to interpret the aesthetic nature of outdoor advertising and outdoor advertising aesthetic type, style and aesthetic value of outdoor advertising from an aesthetic view.This paper starts four chapters, the first chapter describes the content and creative outdoor advertising principles which set in the consolidated basis of previous research, explains the basic concept of outdoor advertising and the aesthetic connotation of the "outside", and points out the source of The outdoor advertising creative Theory, and provides a theoretical basis for the discussion of the outdoor advertising's aesthetic type and style through elaborated the outdoor advertising's creative principles. by employed the means of theory testified and case studying, Chapters II and III sum up two basic types of outdoor advertising-aesthetic element and aesthetic vector, and eight aesthetic style including brilliant, simple, humorous, principle and interest, fantastic, novelty, tender heartthrob and sublime, and carried it out from the "table" and the "inside". The last chapter discusses the aesthetic significances of outdoor advertising. Particularly, it reveals the significances of the outdoor advertising such as expanding the public's aesthetic space, guiding the public's moral Judgments, integrating with the urban landscape etc.