The Current Situation And Development Strategy Of Outdoor Advertising In Chinese Historical And Cultural Streets

Outdoor advertising is an important form of advertising.Since the beginning of the 21st century,the rapid development of new media has injected new vitality and possibilities for traditional media.Traditional outdoor advertising through innovative thinking,combined with new media advertising forms,while the use of interactive technology,projection technology and other technology,showing a new form of expression and enhance the effectiveness of communication.The statistics released by the CODC Outdoor Advertising Research on February 20,2017 showed that the net value of outdoor advertising in 2016 showed an upward trend compared with the same period in 2015.Outdoor advertising is not only an economic medium for high arrival rates,but also an integral part of urban culture.Together with urban systems such as architecture and transportation,it constitutes a visual impression of the city and plays an important role in promoting economic development,shaping the image of the city,and creating a culture of neighborhoods.Therefore,outdoor advertising plays an important role in the protection and development of historical and cultural streets.On the other hand,the rapid development of the outdoor advertising industry has made it necessary to occupy more urban space,and various outdoor advertising management problems have escalated.In particular,the contradiction between outdoor advertising and historic buildings in historical and cultural streets has become increasingly prominent.This paper will use field surveys and comparative research methods,from the perspective of outdoor advertising,through the observation and analysis of the current situation of outdoor advertising on Amoi Yat Sen Road,as well as the comparison and analysis of outdoor advertisements of streets such as Haikou Arcaded Streets and Macau Avenida de Almeida Ribeiro.Find out the problems existing in the management and practice of outdoor advertising in Amoi Yat Sen Road,and the lessons learned from Haikou Arcaded Streets and Macau Avenida de Almeida Ribeiro.Through the above research,this paper has come up with the following four suggestions:the managers of historical and cultural famous streets need to make adjustments to the outdoor advertising management subjects of historical and cultural streets;the managers of historical and cultural famous streets need to revise the regulations on management of historical and cultural streets;rich the types of outdoor advertising;enhance the design of outdoor advertising.