Outdoor advertising signs - urban fashionable outerwear

1. Environmental impact

The impact of outdoor advertising on the city is determined by its own media environment characteristics. The environmental characteristics of outdoor media mainly include two aspects: geographical environmental characteristics and humanistic environmental characteristics. The geographical environment refers to the objective location where outdoor advertising is located, such as buildings, municipal facilities, business environment, etc.; the cultural environment refers to local customs, living habits, laws and regulations, etc. It is precisely because of the media characteristics of outdoor media that outdoor advertising has a huge influence on the urban environment around us. For example, the street sign advertisements, signboard advertisements, window advertisements, car body advertisements, neon light advertisements, electronic displays, etc. around us are covered in various forms on buses, subways, commercial streets, parking lots, roadsides, office buildings, communities and other buildings. Outdoor advertisements can be seen everywhere in the streets and alleys.

Due to many factors such as the location of outdoor advertising, the level of design, and chaotic post-management, it will have varying degrees of impact on the local environment. Unorganized, unplanned, and uncreative outdoor advertising floods every corner of the city, which will hinder the functioning of municipal facilities to a certain extent, resulting in visual garbage. It will also have a negative effect on the dissemination of information and audience psychology. It will also greatly reduce the public's impression of the city and have a certain negative impact on the urban environment.

2. Social impact

In the construction of urban image, outdoor advertising can spread the latest product information and advanced life concepts to people through text, language and images. It not only enriches people's cultural life in form, but also subtly affects and leads people's life trends to a certain extent, adding to people's artistic aesthetic taste. Therefore, it has an important influence and promotion effect on economic development, consumption orientation, value orientation, urban culture, etc. As a vane of urban development, it also reflects the overall spiritual outlook of the city, and the content and form of dissemination and reflection reflect the current situation of the city's political culture, economic prosperity, etc., which has great social significance. For example, on the streets of Frankfurt, various outdoor advertisements are lined up, as if you are in a sea of advertisements. There are many kinds of advertisements, but there is no sense of oppression. They provide visitors from afar with rich visual enjoyment and reflect the cultural heritage of their own Central European cities. Another example is Las Vegas in the United States. The main economic base of the city is the entertainment and leisure industry. Therefore, outdoor advertising here often uses lights to create a world of light and shadow and an image of music and music every night, thus bringing economic contribution to the entire city.

3. Cultural influence

In China, economically developed cities such as Beijing and Shanghai have always been the darlings of the advertising industry. "Beijing flavor" and "Shanghai style" culture are the humanistic themes of the two cities to create their own characteristics, and they are also the image themes of the two cities' external communication. Beijing is China's political center and cultural gathering place. Excellent outdoor advertising can make the ancient capital exude a "Beijing flavor" that is suitable for the capital's tolerance. Beijing's outdoor advertising shows its inclusiveness in various regions. For example, Wangfujing and Xidan are prosperous business districts. Outdoor advertising expresses fashion features, mostly focusing on consumer goods, such as cosmetics, fashion, watches, mobile phones, etc. Zhongguancun, Haidian, is dominated by the IT industry. This area is also a gathering place for colleges and universities, so advertisements for major computer brands, tablets, printers and other electronic products can be seen everywhere. Most of the advertising designs display both fashionable appearance and colorful colors, and integrate the cultural characteristics of colleges and universities. Since its founding in Fu, Shanghai has embraced all rivers, a place where Chinese and Western cultures meet, and it is an economically developed metropolis. The outdoor advertising in the center of Shanghai, important intersections, and busy places is naturally in line with urban planning. The accompanying advertisements on the Bund, City God Temple, Nanjing Road, and Sichuan North Road complement each other. Chinese and foreign styles are different, each has its own characteristics, and the blending creates a very urban landscape. The high-rise buildings in Pudong, the lanes in Laoximen, the garden houses in Hongqiao, etc., outdoor advertising that integrates the cultural characteristics and historical backgrounds of different regions can make each area reflect its own unique charm.

4. In summary

From ancient times to the present, from inside to outside, outdoor advertising has continued and endured on the stage of history from its emergence to modern times, all spreading the advantages of the city and carrying the cultural connotation of the city. In the early days, outdoor advertising did not carry too much cultural concepts and spiritual inheritance, but with the development of society, outdoor advertising used its own communication content and method to express the unique style of cities in a certain period. From ancient hawkers, signboards, lanterns, flags, From the emergence of signs and neon lights in modern times to the current trend of intelligence, every step of outdoor advertising on the historical timeline implies people's psychological state, affects people's value orientation at that time, and reflects the level of social development and humanistic style to a certain extent. It graphically displays the city's posture, expression and form one by one, becoming an important carrier for recording and displaying culture.

In addition, outdoor advertising displays ecological, ethnic, regional, commercial, popular and other personalized impressions in the communication process. In turn, the unique urban heritage also provides outdoor advertising with rich creative resources and materials, and provides guidance for its creation, giving outdoor advertising a broader space. So we can say: Outdoor advertising and the city have always influenced each other. I believe that in the future, outdoor advertising will still have its own unique use value, aesthetic value, and cultural value. As an important communicator of the city, it will continue to play an important role in spreading urban culture, displaying the image of the city, and promoting the characteristics of the city.