The Research Of Integration Of Buildings' Skin And Advertising In Commercial Buildings

With the development of society and economy, commercial buildings has been protagonist in the irban architecture .The epidermal of commercial buildings as well as advertisement have a great impact on architecture form ,urban colors,urban interface as important part of urban interface.Therefore,it's very significant to have research of the integration of advertising and epidermal.Taking the Commonalities in mediun of advertising and epidermal as pointcutthis, combined with knowledge of sociology and communication and actual case study,this paper is to make clear of factors and prolems in the integration of advertising and epidermal,even to put forward integration measures tentatively.First of all,the paper explan the possibility of integration theoretically. For one hand,the information society give commercial buildings a new mission,strengthen its media features(skin should play a role of conveying information and exchanging media),for another hand, advertisement on commercial buildings demonstrate functions of transmitting information and promotinng consumption as a pervasive media.These many commonalities exist between epidermal and advertising(a blend of information carriers ,co-existence of both value)enable the integration.Secondly,the paper explan relevant factors affecting the integration,pointing out that different affecting factors would make different features of integration .At the same time ,paper collect 204 typical cases of junction of epidermal and advertising in real life , in which count the characteristics and impact of integration .Whit the help of relevant sociological research methods,using spss software to analisis the data.compareing the abtained results with the theoretical conclusions,seting out and summarizing the reasons to get the idea of the problems in integration.Third,deal with the problems,the paper made corresponding principle of integration.Under the guidance of principle of integration,paper propose different integration strategy from form,structure and interface with the examples'classification. The integration of commercial buildings and advertising can't have a common criteria, but need to be used flexibility with the actual situation.The integration of advertising and epidermal of commercial buildings is a new topic.Because of the environment is complex in which the commercial buildings be, the integration is affected by many factors. Ralating to multi-disciplinary knowledge of sociology and communications,the writer feel it's difficult to study.Otherwise , as a subject of highly application,the author had to try harder.