| Stimulated by the county' s rocketing economy, outdoor advertising in China has developed rapidly and outdoor advertising in most cities are flourishing. However, such a form of advertising develops disproportionately by being mature in some relatively developed cities while primary in quite a few other cities. Outdoor advertising in many cities develop in the sense of quantity and most of them have an exigent set of problems such as that they stand massively on buildings gaining great visual impact at the cost of the building' s overall appearance, the surrounding environment and even the lighting and ventilation of the neighboring houses. It' s weird to see a symbolic building with an outdoor advertising on the top. Inferiorly designed outdoor advertising are everywhere. They are monotonous, vacuous, stale and not in the least humanitarian. Accidents caused by billboards in recent years have happened frequently, making worry the danger of outdoor advertising.This essay, by analyzing the status quo of outdoor advertising in city and combining the thoughts of ad design and the theory of system, studies outdoor advertising as a whole system and jointly with behavioral needs, psychological needs, broadcasting effect, overall appearance of city and safety issues, thus views outdoor advertising as an integral part of a city' s culture. The essay also utilizes theories in relevant areas and survey in order to present principles to address the issues of designing outdoor advertising in cities. |
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