The Study Of The Wall Advertising In Rural Areas Of China

With the development of rural economy growth and the improvement of their living standards, more and more enterprises had began to change their marketing key point to the rural areas.Wall advertising,which existed in the countryside for a long time,is becoming more and more important during enterprise developing the rural market because of its superiority which other mass medium don’t have. The existence and development of the Rural Wall Advertising cannot be neglected in light of the distinctiveness of it. Categorizing and concluding the actualities of the rural wall advertising and reviewing the communication values of it make sense for practices and researches.This article firstly discusses the5W theory,and takes one county of Henan Province for example to investigate wall advertising,using questionnaire survey, field work, content analysis, interviewing method and many other research method. It has taken a systematic and in-depth discussion to wall advertising from disseminator, content, audiences, communicating effect and other aspects. And based on the basis of current situation of wall advertising,this article reviews its values of commercial promotion and government propagandaMeanwhile, through analyzing,this study also discusses the problems in the process of the development of wall advertising and offers some useful suggestions on how to provide beneficial suggestions to enterprises and make its contribution to promote ordely development of wall advertising.