Analysis Of Outdoor Advertising Scene Construction From The Perspective Of Scene Theory

Today's outdoor advertising is able to start the practice of scene construction under the empowerment of multiple technologies.Scene construction not only helps outdoor advertising form a breakthrough in form,thinking and technology,but also brings a more multi-dimensional and rich experience to the audience.It has also become a producer and feedbacker of information in the construction of the scene.But the outdoors advertisement advocate faces the limitation of experience and the limitation of theory from beginning to end,not only can grope slowly on practice,also lack beneficial thinking in theory.Therefore,outdoor advertisers should break through the narrow thinking of "scene marketing",take the scene theory as the theoretical perspective for the construction of advertising scenes,and really think about the relationship between the three of people,media and space,so as to truly build an effective advertising scene,To encourage the audience to make expected behaviors and reflections in the scene,and fully complete the dissemination of information.This article analyzes the outdoor advertising scene construction in many aspects from the theoretical perspective of scene theory.Overall,this article is divided into three parts.The first part is the introductory part,that is,the research background significance,related research status,research content and methods of this article.The second part is the main text.In the main text,the author first discusses and analyzes the conceptual connotation and development process of scene theory and outdoor advertising,and analyzes the internal relationship between outdoor advertising,and scene theory under scene construction.The status quo of development analyzes the various breakthroughs of outdoor advertising in scene construction.Afterwards,the specific analysis of outdoor advertising scene construction is the main discussion part of the text.In this part,it not only analyzes the construction principles,components and elements of scene construction.On the basis of the analysis of these three aspects,the process and method of scene construction were discussed in conjunction with specific advertising cases.Finally,the author combined the existing practice and the theoretical views of relevant scholars to analyze the face of outdoor advertising under the technical empowerment when constructing scenes.Challenges and dilemmas that need to be resolved,and prospects for future practice.The final part is the conclusion part.In this part,the author makes a review and summary of the discussion of the full text.It is hoped that through this discussion,outdoor advertisers and advertising designers can be given a broader thinking,and outdoor advertising scene construction to give theoretical and practical help.