Research For Mimicry Outdoor Advertising In Public Space

With the continuous development of the society,advertising as we accept becomes one of the important channels of information in our life. In the public daily activities within the public environment, outdoor advertising as a high frequency, wide distribution area of the form of advertising is closely connected with our daily life.In for advertising effectiveness evaluation, audience recognition degree has become one of the most important standard, with the improving of the audience's aesthetic interest, and the information receiving channel, accepting the increasing of amount of information, the audience for a compulsive propagation properties of outdoor advertising has little attention degree, outdoor advertising in performance form are in urgent need of innovation and development. Public space in the outdoor advertising in the development of recent years, presents a trend of the development of mimicry. The development of science and technology has brought new communication technologies and means, and provide greater development space for outdoor advertising the development of science and technology has brought new communication technologies and means, and outdoor advertising from traditional advertising screen performance interactive advertising to consumers can be incorporated into the form, the medium of choice for advertising also has the innovation and application, more and more advertisers use creativity in advertising(advertising copy, advertising images, etc.) as well as the innovation of the medium(the selection of new media, the media ideas, the integration of multi media) to build a scene, this scene is not confined to the material, the actual reality, but more is to meet the demands of consumer psychology, has a certain timeliness of mental scene,advertisers with such "scenario, the mimicry" outdoor advertisement advertisement information. This is the scene of outdoor advertising performance. In the scenario of outdoor advertising, advertising information communicators use innovative forms to complete the advertising campaign. They use the space combination and application of the media, ads that will flatter stereo into interactive advertising scenario, guide the audience to participate, information information passively accept to active exploration, improve advertising experience, enhance the communication effect of advertising. Audience through experience in advertising in the scene reality, for advertisers to express product information and brand image has a more in-depth understanding and full, this is the scene of outdoor advertising effect. Outdooradvertising scene effect through the medium of mimicry environment complete advertising subject and the object of information communication and emotional communication, guide the audience to produce biased towards the products and brands of psychological environment, the psychological environment to make the audience for the product to have an emotional and identity behind the brand, and eventually implement in the actual consumer behavior. Due to the present stage for the study of the theory of the outdoor advertising does not appear in the related theory, therefore, in this article, starting from the theoretical definition of scene effect will be, in view of the scene the silencing component, mechanism, function principle aspects carries on the analysis and research, and for scene effect in such aspects as the value of practical application is also discussed, so as to complete the theory and practice of two-way research. For outdoor advertising scene effect research has two meanings: first, from the theoretical sense, construction of scene effect can make up for the vacancy in the field of creative outdoor advertising design.Second: in the real sense, the application for scene effect, can enrich the expression form of outdoor advertising, improve the communication effect of advertising.Therefore, the research and discussion of this topic is required and necessary.