The Image-Programming Of Outdoor Advertising Under The Guidance Of The Urban Landscape Awareness

Outdoor advertising is an art form with the purpose, and it became an important part of urban landscape because of its special unique cultural, artistic and technical properties, with the information becoming more and more, Outdoor advertising just likes the skin of city reflecting its cultural and value orientation. At the same time the location, color and manifestations of outdoor advertising also affect the environment of people's visual impression and the effect of city directly.This paper starts with the landscape properties of outdoor advertising to study the psychology of human behavior and visual perception in the environment, based on psychology, behavioral science and sociology.After a survey analysis of vast outdoor advertising, we found 4 major problems:visual clutter, color improper handling; outdoor billboards casual setting, advertisers and operators only have the blind pursuit of advertising launch number, resulting in the abuse of media resources; outdoor advertising and urban environment are uncoordinated, breaking the order of the landscape; in the image-programming of outdoor advertising, faulty regulations also improve many problems. Therefore, the image of outdoor advertising must carry out with a systemic programming, to make it's development healthier.Outdoor advertising in the city was an integral part of the urban landscape. When programming, urban landscape awareness can be regard as a guide, which can make combination between outdoor advertising and urban landscape, and change it's bad image which only attach importance to benefits. So that people can create a good impression of the outdoor advertising, and then to promote consumption and self-identity of the city. People-centered consciousness based on humanity, can reflect human care in originality, content and setting of outdoor advertising,and narrow the distance with audience, the object of outdoor advertising is human, and human visual, human behavior, human psychology affect outdoor advertising directly; place consciousness, including geographic and cultural analysis, terrain analysis, weather analysis, traffic analysis, flow analysis etc, is a key measure of the successful landscape. Good landscape programming would reflect a particular sense of space and place experience. There are three points in this section, which are scale, color and interactant to make it developed from Flat Information communicated to information environment. Ecological awareness commencing with the material of environmental protection and environmental maintenance, can also improve the image of outdoor advertising. Holistic consciousness is a kind of macro capability. Outdoor advertising has always been no lack of personality, abundant pictures and interesting forms are a manifestation of personality, but as a landscape of city, it is essential to use a macroscopical angle on this issue. Without whole grasp, no matter how beautiful the shape or form is, it's just fragmented part. So it's necessary to import holistic consciousness into the image-programming of outdoor advertising, then make a pluralistic and orderly whole to improve the harmony with city.It is obviously that these four landscape awareness are much useful in urdan landscape programming. Now with importing them, and by using examples to prove their effectiveness, they would be beneficial to the image-programming of outdoor advertising.Meanwhile, with the guidance of these four consciousness, outdoor advertising can be combined with landscape element and create a information environment, so that more accurate information can be sent to the audience, and then improve the image of outdoor advertising which can promote a better establishment of the city image system.