Study On The Construction Of Public Artistic Sign Language Of Zhongshan Road Outdoor Advertisement In Qingdao

Outdoor advertising is an important part of the city’s image,for the urban cultural heritage and the progress of the social and economic development has provided a broad space,under the impact of modern city construction,monotony of outdoor advertising,leading to loss of local characteristics and cultural tradition,contradiction of environment worsen,cause a degree of confusion to the visual image of the city.The author chose the representative commercial pedestrian street in Qingdao for field research,and found that the design level of outdoor advertising is generally uneven,the lack of cultural heritage,the loss of urban characteristics.The basic purpose of outdoor advertising in public space is to serve the public,which is artistic,open and shared,and reflects the prosperity and regeneration of culture.Only by respecting the aesthetic needs of the public and satisfying people’s pursuit of beauty can the audience accept visual information sentimentally and bring emotional and spiritual sustenance.This article through four parts to Qingdao zhongshan road of outdoor advertising,the public artistic symbolic language construct study of the first to the urban characteristics,the function of outdoor advertising,elaborates the present situation and development trend and research,through the analysis of urban outdoor advertising art symbol vocabulary,Qingdao zhongshan road outdoor advertising design form elements,Based on the analysis of symbol modeling norms in Design Semiotics,this paper expounds how to embody "public artistry" in outdoor advertising.The third part,as the core part of the whole paper,analyzes the design thinking used in the construction of outdoor advertising symbol vocabulary by combining Qingdao’s inherent cultural characteristics,audience psychology and the relationship between forms and styles,and puts forward the construction concept of public artistic form.The last part is the summary and sublimation of the first three chapters.Through multiple considerations,the design positioning and principles summarized are applied to practice,providing theoretical artistic guidance for the public artistic embodiment of outdoor advertising.