Research On The Current Situation Of Outdoor LED Advertisement In Nanjing

Outdoor LED advertising, an emerging media that develops rapidly in recent years, is a perfect combination of new media technology and outdoor advertising. With the advantages of high coverage rate and various presentation forms, outdoor LED advertising is changing the pattern and transmission ways of outdoor advertising, even the urban landscape in China. However, some defective elements appeared during the actual development of outdoor LED advertising. So how to tap its great potential in urban social and economical development has become an issue worth studying.With the outdoor LED advertising in Nanjing as research object, this thesis firstly summarizes the categories, advantages and development history of outdoor LED advertising. Then more detailed analysis on the present situation of the regional distribution, presentation and content of the outdoor LED asvertising in Nanjing is given according to on-the-spot investigation and statistics. At the same time, its existing problems are generalised by means of questionaire. Finally, considering China outdoor advertising development trend and the main affecting factors of the outdoor LED advertising development in Nanjing analyzed in view of the present condition of this city, creative strategies are proposed based on the knowledge of the direction for the future development of Nanjing.Outdoor LED advertising is not only used by advertisers to publish ads, but also responsible for disseminating urban culture and shaping city landscape. This thesis, which studies the current situation of outdoor LED advertising in Nanjing, can serve as referance for that in other cities from three aspects of enhancing its integration with the city, increasing the advertising creativity and improving its presentation.