Research On The Advertisement Form And Color Of The Architecture Of China Time-honored Brand In The Old District Of Beijing

Urban advertising is an important part of modern urban landscape and environmental space,which together with urban architecture,landscape greening,paving,transportation,and public facilities has built the overall urban scene.Due to the influence of factors such as physical geography,social economy,urban planning,humanistic customs,and materials technology,urban advertising has gradually formed a unique advertising culture system,displaying the historical and cultural atmosphere of the city and the image of the space environment.Beijing,as a famous historical and cultural city in the world,is closely related to the standardized management of urban advertising in its elegant,solemn and coordinating city color image orientation.The old urban district is the core of Beijing's historical and cultural city protection and a key area where Beijing's urban planning and management are conducted.As an important traditional commercial cultural heritage of the old urban district,China Time-honored Brand has the urban advertising containing the rich cultural deposits and is a symbol of China's traditional national industry and commerce,showing the genetic context of national innovation and cultural development.Aiming to establish a building advertising lineage of China Time-honored Brand in the old urban district of Beijing and implementing the building advertising pedigree of China Time-honored Brand in specific advertising form and advertising color levels,this study provided referable implementation basis and theoretical system for standardizing governance on the advertising in the old urban district.On the basis that the building advertisement of China Time-honored Brand and other urban constituent elements establish together Beijing's “elegant,solemn and coordinating” urban color image positioning,this study determined the “harmony Beijing charm” recognition target of the architectural advertising lineage of China Time-honored Brand in the old urban district of Beijing through exploring the influence of the factors such as the geographical culture,social humanities and urban labor of the old urban district on the establishment of the building advertising lineage of China Time-honored Brand.And from multiple perspectives of development process of business in the old urban district of Beijing,the emergence and evolution of advertising and the historical evolution of time-honored brand,this study collected related literature on domestic and foreign historical city advertising planning and practice to compare and summarizes and sort out the historical context,regional characteristics and cultural genes of the building advertising of China Time-honored Brand in Beijing.On the basis of literature research,through field surveys and data collection statistics of the building advertising of China Time-honored Brand in the old urban district of Beijing,this study concluded and analyzed the status and the characteristics and existing problems of China Time-honored Brand,and combined with the recognition target of building advertising genealogy of China Time-honored Brand in the old urban district of Beijing,put forward the integrity principle,coordination principle,inheritance principle,and adaptability principle of the establishment of the building advertising genealogy of China Time-honored Brand.In addition,this study further sorted out that in the overall space of the old urban district where the traditional and modern things coexist,the establishment of the building advertising lineage of China Time-honored Brand should be specifically considered from the four aspects of its specific advertising form,advertising location,production process and color lineage.Based on the research data and theoretical basis of the previous four chapters and specific recommendations on the building advertising lineage of China Time-honored Brand from the five industries of traditional catering,traditional costumes,traditional medicine,culture and leisure,and other integrated,through selecting a street on the eastern side of Wangfujing Street as an case,this study renovated the street advertising of China Time-honored Brand.Finally,a recapitulative summary on the research results of this paper was made,and the prospects for the building advertising of China Time-honored Brand in the old district of Beijing and the protection,planning and governance of urban advertising in the future were given.