Research On Outdoor Advertising Setup Planning In Cixi City

China’s urbanization process accelerated.As a street space information layer,outdoor advertising has an unprecedented and extensive influence on the visual image of the city.With the rise of the old city reconstruction and landscaping campaign,the contradiction between outdoor advertising and environment becomes increasingly prominent.This paper takes Cixi city as an example,studies how to beautify the environment and promote city image with relatively reasonable planning and setting,provides a scientific basis for Cixi city’s outdoor advertising planning management,makes every effort to plan and prepare feasibility development scheme for small and medium-sized cities to develop and establish a standardized and systematic outdoor advertising system.This paper starts from theoretic research,gradually penetrates into deep layers,supplements with case analysis and conducts comprehensive and theoretical research on the outdoor advertising planning of Cixi city.This paper is divided into four chapters.Chapter 1 is introduction,which traces the background,research value and significance of urban outdoor advertising planning,including research idea & method and the innovation points.Chapter 2 is overview of outdoor advertising planning.It specifies the basic concept and definition of outdoor advertising,expounds the inseparable connection between advertisement and city image,city economy and city culture.Meanwhile,it looks into the future direction and industry direction of outdoor advertising industry.Chapter 3 applies documentary research method and practical exploration research method,discusses the orientation of Cixi city,selects typical sections and areas to carry out field investigations and summarizes the main problems of Cixi’s advertising industry.Chapter 4 is the basic layout of Cixi city’s outdoor advertising.It applies scientific planning method which is based on full coverage control goal and zoning with urban features to establish a perfect outdoor advertising planning system.It then puts forward landscaping of advertising,adapting to the local characteristics,establishing advertising expert review system and other methods to solve relevant problems in Cixi’s advertising in urban environmental governance.