The City Outdoor Medium Advertisement's Analysis And Research

As the oldest advertisement form, outdoor advertisement has always been on an important position in the history river. As the technology's developing, outdoor advertisement will have a more profound and wider development prospect and more refined distribution structure. It also will strengthen outdoor advertisement's precision and influence with more flexible means. All kinds of marketing and promotion methods and all kinds of media are constitutional links for outdoor advertisement. The general appearance of the advertisement is the most intuitional part. Though there's no fixable mode for design, we can absorb referenced experience from excellent works in order to reduce meaningless resource waste and avoid unnecessary mistakes.The paper which bases on practical survey with detailed analysis, discusses the outdoor advertisement's design and promotion mode combining with correlative policy and rule. Firstly, it analyzes outdoor advertisement's medium value and medium dissemination value combining with the development of Shanghai outdoor medium advertisement. Then, it researches and expounds outdoor medium advertisement's "creation and surroundings location" and "harmoniousness and security" emphatically aiming directly at medium image. It expounds the excellent outdoor advertisement's success andthe junior ones' false and difference straightly and commonly with contrast demonstration way basing on abundant design examples. It also discusses the thought's starting point and directing idea of outdoor advertisement's design and creation from different angles. At last, it declares some rationalization proposals for outdoor medium advertisement's current situation and development direction.On the whole, it declares a design principle fit for outdoor medium advertisement—perfect design theory, color and form's complement each other, composition and layout's dramatic contrast, multi-dimensional space's ingenious utilization as reference for the people who are engaged in the outdoor medium advertisement's design and creation. Details as below:1) Creation is the basement of outdoor medium advertisement .Only one excellent creation point can capture all of the attention.2) Bringing out color and form the best in each other is a useful meaning to succeed. The key point is to do well in contrast ration and harmoniousness.3) There's a dialectical relationship between space and outdoor advertisement which affect and depend on each other. The image of advertisement is taken charge by surrounding and space, but also can activate the whole space. Think about them together all the time can make it easier to succeed.4) Nowadays, "less and refined" is more appropriate for city's need.Plain and clear image can make the advertisement information more understandable and attractive.5) Try to put a path which can fascinate audience to pursue at the image, and give them a big enough imagination space.