|
导读：这是一篇广告学assignment范文，讨论了户外广告。户外广告的发展应是综合的体现，包含其创意构思、媒体投放等各方面。户外广告的一切信息与设计表现都要通过不同的媒体进行传递与表达，媒体是整个户外广告活动中资金投入最大的，而有效的利用媒体能起到事半功倍的作用，因此对户外媒体的研究与开发也是推动户外广告设计发展的一个重要环节。 With the rapid development of social economy, China's outdoor advertising now presents a new look and development opportunity. However, it also presents many problems, such as the lack of overall consciousness, the lack of creative ideas, and the dissonance with the urban environment. These problems have seriously hindered and affected the healthy and sustainable development of outdoor advertising in China. How to solve it is not the key. It is the first thing to sort out and understand correctly and explore the root of the phenomenon and problem. 随着社会经济的快速发展，中国的户外广告现在呈现出新的面貌和发展机遇。然而，它也存在许多问题，例如缺乏整体意识，缺乏创意，以及与城市环境的不协调。这些问题严重阻碍和影响了中国户外广告的健康可持续发展。如何解决它不是关键。首先要正确理清和理解并探索现象和问题的根源。 As a beautiful landscape of the city, outdoor advertising has been closely integrated into social development, urban construction and human life. At present, China's outdoor advertising is in a stage of rapid development. The rapid economic development promotes the growth of advertising competition and demand, and the improvement of humanistic quality drives the improvement of the aesthetic consciousness of the advertising audience. However, the development of outdoor advertising should be comprehensive, including its creative ideas, media release, standardized management and integration with cities. At the present stage of China, there are still many problems such as unbalanced development, unstandardized management and uninnovative visual effects in outdoor advertising. Correct understanding and facing these problems is what we need to think about and can't wait to know. The lack of overall consciousness is one of the important problems in the current situation of outdoor advertising in China. Outdoor advertising is both an art and a science, and its system is relatively large. Although the early stage is mostly about the research of graphic design, it integrates various disciplines such as aesthetics, communication, journalism, materials science, environmental art, display science, etc. In concrete design, production, installation and release, also involve the media environment, the structure of positions of outdoor advertising, traffic, traffic, safety and effect, so the design of the outdoor advertising, management need a team rather than a person, the case for overall consideration and coordinated, rather than a separate operation. However in our country's current situation, such as economy, system, in the design and operation of the real outdoor advertising of our country, more than 98% of the business unit for private enterprises, their level the good and bad are intermingled, elimination and updated quickly, and there are in the pursuit of economic interests or professional ability is limited, or communication supervision does not reach the designated position, etc. These operators themselves to the insufficient knowledge and ability of outdoor advertising and inadequate, resulting in outdoor advertising ideas, information, communication, involved in the form, technology, material, environment, audience, factors cannot be comprehensive coordination, making China's outdoor advertising on different link different problems, which influence the development of outdoor advertisement in our country. "Information explosion" is an important feature of the information age, a result of the increasingly advanced human information processing methods, and a common problem in the development of contemporary outdoor advertising in China. In China's outdoor advertisements, advertisers often want to say everything, such as company name, company honor, company contact information, chairman or manager, etc., such as a number of treasures, one by one introduction, delusional use of a carrier to display all their "good", thus causing information in a picture congestion. At the same time, the repeated appearance of outdoor advertisements in the process of delivery, or at the same time as other outdoor advertisements with different contents, also aggravates the accumulation of information, resulting in a large amount of information congestion in the same picture and space. A large amount of information makes the audience dazzled, confused and ultimately wasteful. In addition, the explosion of information also greatly increases the probability of information contamination. The exaggeration, untruthfulness and deviation from morality and values of information all lead to the pollution of information. In the outdoor advertising, a lot of, irrelevant information, pollution seriously interfere with the availability of information value, causing the waste of information resources, at the same time, in the face of extreme expansion of information, "person" this group is therefore produced a series of disease: comparison, violence, anxious, numbness, dodge, indifference, abnormal condition, and even trigger a crime, for outdoor advertising responsibility and the embodiment of the value caused the serious obstacle. All the information and the design performance of outdoor advertising to pass through different media and expression, media is the whole money into the largest outdoor advertising activities, and effectively use the media can have the effect of get twice the result with half the effort, so the research and development of outdoor media is an important link to promote the development of outdoor advertising design. Since the 2008 Olympic Games, China's outdoor media has entered an extremely rich stage, especially the influx of a large number of new media has changed our understanding of outdoor advertising, and the blind pursuit of these new media has led to a "war" for outdoor media in China. Looking around our lives, we can still see the shadow of traditional media, but it seems that they are becoming less and less popular. Instead, they are new media with changeable light and shadow, vivid and colorful, and even allow the audience to participate in them. Faced with the changes in our lives brought about by new media and new technology, the public, advertisers, producers and publishers all turned their attention to it overnight. Electronic display screens and LCD panels can be seen everywhere on stairs, waiting stations and outdoor buildings, and mobile TV advertisements can be seen on buses. Faced with the rapid development of China, the digital environment is full of people and the digital marketing means are changing with each passing day. This phenomenon is not only for the outdoor advertising industry and outdoor advertising design brings new opportunities, and form a threat to the existing marketing rules and the media, accelerate the possibility of outdoor media constitute the reshuffle, which makes present the design and development of outdoor advertising presents an unsteady state, for the development of the society or the audience's cognitive caused a certain influence. Outdoor advertisements are faced with pedestrians passing by in a hurry. In order to attract the attention and interest of pedestrians in an instant, the advertisement information should be deeply implanted in the mind. Creative conception is the soul of outdoor advertising design, which is the core value embodiment of the life of outdoor advertising and also an important guarantee for the effectiveness of advertising effects. In China, outdoor advertising creative "wuwei" performance is everywhere. Creative "inaction" or "inaction" is the embodiment of the life and soul of outdoor advertising in China's outdoor advertising design. In contemporary outdoor advertising design in China, it is embodied as "uncreative" or "creative for creativity". "No creativity" is reflected in that advertisers and producers do not pay attention to creativity and its value expression, and have a strong sense of self. In order to achieve the sales goal quickly, the "promotion" and other informative information are often put in the first place of the picture, which makes the creativity produce an overly straightforward performance. This kind of straightforward creative expression is different from simple "inform", which is the expression of lack of global brand awareness, and its purpose has obvious "quick results and quick profits". But in the picture often is the big slogan, the big slogan or the big star, lacks the visual beauty and the thorough popular feeling. Being creative for ideas is the opposite of being uncreative. It is not a do not take the creativity, but it is too care about ideas, the hope is that unique and distinctive creative ideas to attract audience for sales, which is too one-sided, absolute exaggerating the role of creative, racking their brains, brooding, advertising effect blindly in creative ideas, regardless of the impact of social, environmental and audience's psychology. As a design behavior, outdoor advertising needs to have both artistic and commercial functions at the same time, and its significance and value lie in effectively combining "art" and "commerce" to serve the society and human development. However, there are huge difficulties and obstacles in China. The development of economy and the demand of commerce give the outdoor advertisement a great development space and give the advertiser more say. At present, China's outdoor advertisements are often "guided" by advertisers in their design process, so that they hope to achieve the purpose of promotion through outdoor advertising. In the face of reality and the requirements of advertisers, many outdoor advertising designers lower their artistic heads. The general psychological needs of advertisers are reasonable from an economic and commercial perspective, but promotion does not mean the absolute embodiment of business, nor the ultimate value of outdoor advertising. The constant commercial pursuit often leads to a great change in the "taste" of outdoor advertising design in China at present, which is full of interests and has no feelings, and gradually loses the value expression of art, the correct transmission of beauty and the effective care of humanity.#p#分页标题#e# In the early days of the 2008 Olympic Games, the 2010 world expo and the 2011 universiade, Beijing, Shanghai, guangzhou, shenzhen and other first-tier cities in China, government departments have standardized the management and setting of outdoor advertisements in cities and removed a large number of illegal outdoor advertisements. This is a welcome thing, but behind the phenomenon is our country for a long time related to the policy and management of non-standard caused. Advertising activities, like other market economic activities, have negative externalities in many cases. Therefore, advertising activities should also be restrained and controlled by government policies and regulations and subject to the control and regulation of relevant administrative departments. At present, China's developed cities are constantly improving their standards and management due to their economic development and large demand. However, a large number of developing cities and some underdeveloped areas have little chance of establishing relevant laws and regulations and management for outdoor advertisements. At the same time, most cities in our country on outdoor advertising design, delivery, management, etc. There are many loopholes: advertising company, the good and bad are intermingled, eliminate update too fast, the government is not standard, the related system of corresponding department supervision does not reach the designated position is not capable, etc., caused a large number of outdoor resources waste, urban environmental problems abound, advertisers and design company that is inwardly secretly pleased, and suffering. As a view of the city, outdoor advertising must be connected with urban construction. In recent years, with the continuous improvement of China's overall economic level, cities have paid more and more attention to the sustainable development of cities and the construction of image projects. The transformation of the old city, the construction of the new city and the brand construction of the city are all in competition, and the function and value of outdoor advertising are gradually revealed and improved. Outdoor advertising, however, as the important component in the city, and the cities in our country early delivery almost without unified setting and planning, outdoor building large billboards on the modelling of destruction of buildings and structures to outdoor advertising of congestion and pollution caused by the urban environment in the information order confusion, outdoor billboards random and facilities management deficiencies, outdoor advertising position change year after year, and so on, are affecting the audience's sight and destroying the environment we live in a space. The incoordination between outdoor advertising and urban environment not only affects the sustainable development of outdoor advertising itself, but also has an impact on the highlighting of urban characteristics, the establishment of brand and the stability of ecological environment. In a word, everything will present both positive and negative aspects in the process of development. And people's understanding of things is constantly changing and developing. It is normal that there will be some problems in the development of outdoor advertising in China. As a participant of outdoor advertising, we must first recognize and clarify the current situation, actively summarize and actively search for the root cause of the problem, explore and study from an overall perspective, and finally achieve sustainable and healthy development through exploration. |
 |
|||
| 网站地图 |
