Research On "3-D" Visual Language Of Outdoor Print Ads

Outdoor ads take an absolutely significant place in Chinese advertising industry. As people's require of beauty in visualized expression growing, the designing standard for outdoor ads is becoming higher and higher, and the struggle for attracting people's attention is getting intensely. Outdoor ads are active in the innovation, not only in the application of new technology, but also in the conception of creation. "3-D" has become an important expression as a new kind of visualized language in outdoor print ads.Beginning with telling the concept, this thesis takes 3-D visualized language as an object, elaborates the present situation of outdoor print ads, and analyzes the object in a further step. In order to find a point cut and a practical method in visualized language designing, it analyzes the visualized letter symbol and non-visualized letter symbol, and also the composing pattern and melody of visualized language in outdoor print ads, through the study of advantages and characters of 3-D visualized language. Analyzing from three major directions:deconstruction, visual illusion and lighting effects in designing strategy, considering view borrowing and landscaping in media strategy, and materials technology strategy, it displays different strategies of realizing 3-D effects in outdoor print ads. In addition, it demonstrates the application of this thesis and guide the practice by some specific designing examples.This thesis aims to strengthen ads designers'capability of innovation and expression, promote their cognition and confidence in outdoor medias, and look for a new developing way of outdoor print ads. So, it has a great significance both in positive theory and practice guiding.