Research On Outdoor Advertising Design In The Scene Age

With the development of modern science and technology and the improvement of people’s material and cultural level,people’s ways of thinking and behavior have undergone earth-shaking changes,and attitudes toward outdoor advertising have also undergone major changes.The concept of introducing the scene in this paper combined with traditional outdoor advertising gives new value to outdoor advertising.Different from traditional advertising,more and more outdoor advertisements complete the transmission of advertising information by constructing scenes.On the one hand,the development of technology promotes the innovation and application of media,creating a strong sense of presence in the advertising scene for the audience;on the other hand,the experience and interaction of the advertisement is stronger,the participation of the audience is enhanced,and the overall advertising The effect is becoming more and more scene-oriented.This kind of scene construction is not only the construction of advertising scenes in physical space,but also the construction of scenes for audience psychological consumption.Through the scene to touch the emotional factors of the consumer,the audience psychologically agrees with the product.At the same time,the audience completes the two-way dissemination of advertising information in the constructed advertising scene,and the advertising method changes from passive acceptance to active participation.This paper takes outdoor advertising in the scene era as the research object,and is divided into three parts to elaborate the design research of outdoor advertising in this era.The introduction part mainly introduces the research background of this topic.The body part first introduces the definition of outdoor advertising,historical lineage,status quo and new development,and introduces the concept of scene,then combines the scene with outdoor advertising to summarize the scene performance of outdoor advertising,and carry out the scene advertisement Classification;secondly,the four elements of the scene in the scene era are reflected in outdoor advertising,the construction factors and design principles of outdoor advertising;finally,through analyzing a large number of cases,the multi-sensory experiential outdoor advertising and interactive experiential outdoor advertising are summarized.Under the outdoor advertising design form,and propose three innovative ways,namely visual effects innovation,technical innovation and media innovation.The conclusion part discusses the development trend of outdoor advertising in the scene era,and analyzes the value of scened outdoor advertising.This paper attempts to find out the theoretical source of "scene",explain the use of scenes at the current stage through the understanding of scene theory in communication and sociology,and analyze and summarize the forms and methods of outdoor advertising design in the scene era.Upgrade of the advertisement.It provides a unique and innovative guiding opinion on how traditional outdoor advertising will be integrated into the scene era.