| Outdoor advertising is one of the main form of modern advertising,exists in various scenarios of our everyday life,low cost and has the advantage of the compulsory to make its preferred by advertisers,but the arrival of the era of media fragmentation puts forward more strict requirements on outdoor advertising,the traditional outdoor advertising communication model is a linear one-way transmission mode,the audience is just as a recipient of information,but when the new media,the audience choose the medium of degrees of freedom to ascend,the traditional outdoor advertising to attract consumers have fallen,outdoor advertising in the form of innovation is imperative.The outdoor advertising with multi-sensory experience can stimulate the audience’s senses in many ways,so that the transmission of advertising information is more rapid and accurate.Moreover,the combined effect of multiple senses can make the audience more impressed,improve the brand goodwill,and promote the audience’s consumption behavior in an imperceptible way.In China,the research on multi-sensory experience outdoor advertising is just in its initial stage.Most of the research is only on a single sense,or on multi-sensory experience in other fields,such as book decoration design,packaging design,and museum display design.A few researches in the field of advertising mainly focus on interaction.Foreign research on sensory marketing started earlier,but it is not for the exploration of outdoor advertising,so there is still a lot of research space for outdoor advertising with multi-sensory experience.In this paper,through consulting a large number of literature in the process of writing,through on-the-spot investigation and case analysis,combined with the theory of sensation and perception,S-O-R theory,transmission mode and interdisciplinary theories such as information processing path to study,this paper introduces the evolution of outdoor advertisement and modern outdoor advertising the main scene,and then analyzes the main problems associated with outdoor advertising in the face of today,at the same time did define the multi-sensory experience of outdoor advertising,and combined with the psychology and communication studies discuss the multi-sensory experience of outdoor advertising theory support.After that,a set of systematic design principles and design methods were summarized by analyzing the sensory elements in the multi-sensory experience of outdoor advertising,and the design practice was carried out.The article also looks into the future of multi-sensory outdoor advertising and technology combination,the development trend of programming,put forward several problems and challenges,and finally made a summary.In terms of outdoor advertising,the transformation and innovation of its form of communication is inevitable,but this paper is not a total denial of the traditional outdoor advertising,we should inherit and carry forward the good design concept in the traditional outdoor advertising,but also to change the original one-way communication mode.These,however,is not going to complete the transformation and development,need through a lot of practice to constantly try to improve,summary,this is a process of accumulation,the progress,we have to use creative thinking,use new technology,explore new methods,to meet new challenges,believe the multi-sensory experience of outdoor advertising design in the future there will be a vast heaven and earth. |
