A Study On The Visual Psychology Of Ambient Advertising

Ambient advertising became popular with outdoor campaigns in the1990s as a kind of advertising what involved creativity and interaction in ambient surroundings. Traditional advertising is losing its effects so that enterprises ask for new style of advertising with something different which is the economic background of ambient advertising’s appearance. Now ambient advertising is still stay at initial stage a field hasn’t been explored overall in china.This study does research on ambient advertising in three parts.Part I The author analyzed and summarized the domestic and international ambient advertising theories to get acknowledge of concept, classification, feature and function; refer to articles about visual psychology in advertising.Part II This study tries to read ambient advertising form two perspectives of visual perception and arousal theory and propose a "stimulate-arousal-interact" visual mental communication mode.Part III The author adopted the content analytical method to take one hundred ambient advertisings of Google image search as study samples. Through variables analysis on figures of visual of these works, the author tried to sum up the general rules of ambient advertising as reference for the advertising practitioners to make the study more practical.The results showed that:Ambient advertising always makes use of the surrounding media to send products’messages in a solid style. Ambient advertising is mainly delivered by service industry, supplies industry and food and drink industry. It has four key characteristics of conformance, interactivity, ambient integration and creativity.