The Study Of Outdoor Interactive Advertising’s Communication Stratigies Based On Receivers’ Perspective

As the media change,technology development,experience economy coming and the influence of postmodern culture,consumers are not satisfied with the simple material needs,they pay more attention to the spiritual needs,especially for the demand of the brand experience.And outdoor interactive advertising is a new type of outdoor advertisement which has characteristics of the audiences’ active participation,real-time interaction,scene’s vitality,and those greatly change the levels of the consumers’ brand experience.However whether domestic advertisers or advertising agents for outdoor interactive advertising communication and the brand interacting with consumers lack of profound cognition and strategic thinking.This paper based on the communication environment and the reality,selecting outdoor interactive advertising do content and case analysis combined with related discipline knowledge,in order to provide feasible strategies for the development of outdoor interactive advertising.First of all,this paper combed the outdoor interactive advertising development:in-terpersonal interaction of oral period,text interaction of printed period,human-compu-ter interaction of electronic period and interactive integration development of netword stage.Thus it has a better understanding of outdoor interactive advertising about its potential huge advantage.Then the author expounds the outdoor interactive advertising communication environment basted on the arrival of the experience economy,the development of advanced science and technology,media change and the influence of postmodern culture’ perspective,and analyses related relationship of communication environment and outdoor interactive advertising’s development.Then the author adopts content analysis and case study’ method and combine with the outdoor interactive advertising communication strategy’ elements:sensory stimul-ation,emotional resonance,interactive experience and correlation effect,and clearly the transmission to effect must be from the perspective of the audience to control these factors.Finally,this paper analyzed the future development Suggestions.based on the investigation questionnaire of the audience’ cognition to outdoor interactive advertising and communication strategy elements in chapter four.The author thinks that the outdoor interactive advertising must strengthen the symbol consumption,on the one hand it’s different from other brands to form brand symbol uniqueness,on the other hand it also can form the relevance of brand symbol;To deepen the interaction with users,it can make full use of social media,inspire feelings,strengthen site personnel involved and so on;To use the unique creative,for creative performance it can use advanced technology and environment medium;To adopt humanized experience design,it make the operation flexibility and process flow back to the audience experience itself.