Study On The Scene Construction Of Outdoor Advertising Under The New Media Environment

With the continuous development of new media technology,the forms of media become diversified.Therefore,the mode of information transmission,the information reception of the audience,and the thinking and behavior of the audience have all changed.And the traditional outdoor advertising as part of our daily life,in the advertisement information dissemination,its means of transmission and the way of the audience,receiving information channels will is being shaped by the new media environment characteristics of this new group,as a result,low utilization rate of the traditional outdoor advertising in the media,interactive,communication effect,can't be measured largely wasted resources.Combined with the above development background,the author found through the research of relevant literature that the constantly developing new media technology can provide new development path through the way of technology enabling.In existing research,however,few researchers from the theoretical level in outdoor advertising scenarios are introduced,the use of new media technology is reasonable,and very few researchers have aimed at one type of advertising,according to the above problems,the author from the perspective of the small,from the theoretical level in this paper,the new media environment of outdoor advertising for scenario the rationality of the building,and this phenomenon in view of the excessive use of technology to make the technical reflection theory level,in order to make theoretical contribution to the research of this field.This paper is mainly divided into three parts: introduction,text and conclusion and appendix information.The introduction includes the following contents,namely,the research origin,relevant research review,research theoretical basis,researchsignificance,research ideas,content and methods.In the text of the first part,I in the first place to the new media environment under the current situation of the development of outdoor advertising and analysis for the current situation of problem,and then in the second part I spread from lars "five w" weil perspective is pointed out that the new media technology to outdoor advertising,after can change,and on some important changes,points out that the use of new media technologies are likely to face challenges,and then in the third part of article from the theoretical level in this paper,the outdoor advertising scenario I build the object and the subject in the two perspectives of the new path,and then,In the fourth section of the article I to this kind of scenario in outdoor advertising in the phenomenon of excessive use of new media technology,from the audience,outdoor advertising and the influence of contemporary life reality three angles for technical thoughts,and at the end of the article chapter spread from commercial value,value and cultural value from three aspects,the paper points out the future development of outdoor advertising value,in the conclusion and the appendix part,I mainly aimed at the new media technology in outdoor advertising for scenario building too much use of "technological determinism" the tendency of this technology are summarized,in order to use more humanized outdoor advertising in the form of the spread of accurate transmission,and make a prospect.In today's under new information environment,the media and the audience both great changes have taken place,the form of a variety of media content and mode of transmission for the spread of outdoor advertising provides the possibility of more,we can take advantage of new media technology to create the setting of the simulation,and in the new media environment,audience's thinking and way of doing things profoundly reflect some important features of new media,the audience in the receiving external information,the receiving way is different,so the advertisement mainly according to the new characteristics of the audience,The scene construction of outdoor advertisement is carried out by means of a medium conforming to its habit of receiving information,so as to maximize the effect of advertising communication.