The Aesthetics Of Street And Out-of-home Advertising

Nanjing Pedestrian Street, Shanghai has a history of more than100years. The elements from Eastern and Western Culture, the traditional and modern features can be witnessed in this street. Upon the opening of Shanghai in1843, out-of-home advertising is closely associated with Nanjing Road. The out-of-home advertisements undertake certain functions such as informing. Meanwhile, they are an inseparable part of the image of Nanjing Road. In2011, Huangpu and Luwan Districts merged and the government of Shanghai established a new plan for the development of Nanjing Pedestrian Street. In the same years, news rules of the out-of-home advertising and outdoor signboard were issued. Considering these changes, an empirical study from the perspective of environmental aesthetics was conducted to explore the relationships between the aesthetics of street and out-of-home advertising.The paper starts with literature review and identify the research areas. The second chapter clarifies the relations between city and street firstly, and describes the history and status quo of Nanjing Pedestrian Street. Based on these analyses, the beauties of the architecture, space, prosperity and culture of Nanjing Pedestrian Road are expounded. The next chapter first explains the history of out-of-home advertising in Nanjing Road and points out the connections between out-of-home advertising and the modern image of city of Shanghai. Then, based on the interviews and the cases of out-of-home advertising from Nanjing Road, the paper interprets the ways that how out-of-home advertising participating in the forming process of the aesthetics of Nanjing Pedestrian Street. Chapter Four analyzes the reasons that how the images about Nanjing Pedestrian Street and its out-of-home advertising in people’s minds are built. The Part of Conclusion summarizes that the aesthetics of street and its out-of-home advertising are not only influenced by the political and economic factors, but also restricted by the existing images of the street and its out-of-home advertising.