| With the development of economy and technology, LED outdoor video media has spread all over the major streets of Xi’an. It has become an important phenomenon of city modernization and innovation. It has changed the traditional pattern of outdoor advertising, and become a hot topic in Xi’an outdoor advertising. As a kind of outdoor media, LED outdoor video media is an important component of urban landscape which adorn the urban public space. As a kind of mass media, LED outdoor video media construct the city virtual image. So construction and presentation of the city image is its inherent social attribute. To interpret how LED outdoor video media is going to build and present the city image has a realistic significance in the age which LED display prevails.Because of the elements of city image and the features and functions of LED outdoor video media, the construction of the city image including four aspects: city landscape image, urban economy image, city government image and city cultural image. By analyzing the content, Xi’an LED outdoor video media has verified the construction effects of the city image, and presented the ecologicalization, internationalization and the harmonious image of Xi’an. But compared with the images which the Xi’an government sets and the current situation, there are still some deficiencies about the presentation which LED outdoor video media works on Xi’an city image: the rigid government image, the single economic image, destroying the wholeness of landscape image, the weakness of awareness on image integration, and the unenlightened media originality. According to the LED outdoor video media’s construction and missing on Xi’an city image, we put forward the development path of Xi’an LED outdoor video media: government reshaping the value target, the integration of creating the image of the city, innovating the media construction methods. |
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