Chinese Outdoor Advertising Research From Aesthetic And Transmission View

Outdoor advertising is one of the elements in the urban visual order, from the characteristic perspective, It has made the city (including city buildings, city streets, urban culture, urban aesthetic and visual) inextricably linked with it. Start from the Warring States period, the development of outdoor advertising has experienced a long history. In the period of reform and opening up, the commercial value, artistic value, social and cultural values of this medium become increasingly prominent. As the fifth largest development media, Outdoor advertising has unique advantage in brand communication as low CPM and high coverage. The momentum of rapid growth has gone beyond TV, magazines, newspapers and broadcast media, more and more advertisers pro-gaze. At the same time, outdoor advertising has a social responsibility to promote the spread of urban culture and has become one of the cultural industry. In other words, the Chinese society culture promote outdoor advertising, and Outdoor advertising is also the performance of Chinese social cultural features.At present, the development of Chinese advertising industry is stable. However, with the rapidly development of social and economic, new media advertising occupy the advertising market. Accurately use of outdoor media to convey differentiated product positioning in the process of communication, to attract the attention of consumers and to establish an emotional communication channels is the key to growing up. OOH(out of home)are trying to cater to the requirements of the new economy, meet "Chinese consumer demand". Integration and changes in the OOH will bring a new life, creativity, reform, innovation and breakthrough thinking will become one of the important resources of the outdoor advertising company. Based on the master of strategy, advertisers will achieve cross-media integration, set the tone for the new brand message, to bring a new atmosphere.CTR Market Research Company (CTR) in2012,"Chinese advertising market into the changing situation on the eve report "says in2011, Chinese advertising market overall performance is "steady and slowdown". But under the smooth performance, the domestic advertising market contains a powerful force for change. To have a right understanding of "change", one hand, we need to fully understand the advantages, planning principles, and the responsibility of outdoor advertising media, on the other hand, we should have correctly response to the contradictions between the growing visual aesthetic, consumer demand and the commercialization of outdoor advertising.This thesis studies innovation lies in the hands-on experience of outdoor advertising, and based on the sort of work in practice and cases. This thesis systematically expounded outdoor media and outdoor media integration and innovation trends, and made the contribution to achieve a win-win situation of outdoor advertising media, corporate brand and urban culture.