The Research Of The Communication About The Outdoor Advertising Of City Image For Changsha

Outdoor advertisement has the characteristics of aesthetics,space and experience.This makes it an important means of shaping,spreading and maintaining the city image.Combining the new technologies such as Internet technology and location service technology,the outdoor advertising of the city's image has shown a new look.This paper takes the outdoor advertisement of Changsha city image as the research object.Based on the city image positioning of Changsha,this paper investigates the outdoor advertising creative performance and media launch of Changsha city image,investigates the status of the outdoor advertisement in Changsha city image,and appraised the effect of the outdoor advertisement of the city image of Changsha,aiming at the investigation and evaluation.The problem of price discovery puts forward some strategies for outdoor advertisement communication of Changsha's urban image.This paper had surveyed the current situation of communication for Changsha city image from the overall and local,summing up the feature of the outdoor advertising of city image for Changsha is integrality,communalization and has a business circle.Then,we use AHP to establish an outdoor advertising evaluation index system of Changsha's urban image and determine its weight.Through the evaluation index system,we evaluate the effect of Changsha city image outdoor advertising.Based on the assessment data,we find out the problem of Changsha's urban image outdoor advertising.It is mainly manifested in the lack of innovation in the content and form of advertising,the lack of obvious cultural characteristics,the uneven number of outdoor advertising in various regions,the integrity of the sense of integrity,the need to strengthen the use of new media technology and the integration of media,and the characteristics of one way transmission.Furthermore,based on the positioning of Changsha's urban image,this paper puts forward solutions to the above problems from two aspects: creativity and performance,media and delivery.Creative strategies include excavating the audience's resonating elements on the city image and strengthening the emotional experience of the audience to the city culture;the performance strategies include strengthening urban identification with Changsha elements and stressing "audience based",and media strategies including the "following surround" cross media combination and multiple interactive intermedia communication.The strategies include strengthening the integration of advertising and urban landscape,and creating a concentrated display area of Changsha's urban image.This article from the overall view of the urban image of the outdoor advertising is a systematic process,advertising communication is not to achieve the desired effect is the key to evaluate its success or failure.Not combining the image positioning of Changsha itself to talk about the effect of advertising is empty,only based on the city image positioning,can we talk about the waste of resources,environmental fusion and aesthetic fatigue in the communication and acceptance of the urban image outdoor advertising,in order to achieve the optimization of the effect of the outdoor advertising of the city image.