浅谈户外广告的创意表现  

Thoughts on out-of-home advertising creative expression

作　　者：胡杨涓[1] 

机构地区：[1]中国人民大学新闻学院

出　　处：《广告大观（理论版）》2013年第2期91-95,共5页Journal of Advertising Study

摘　　要：随着城市的发展和广告资源的进一步开发,户外广告的价值逐渐得到重视。但是,目前国内大部分户外广告在创意表现上较为薄弱。本文以麦当劳的户外广告为例,分析户外广告的创意表现,总结出利用时间、利用环境、突破平面、诉求单一化、与受众互动这五个户外广告可能的创意空间,试图为户外广告的创意提供新思路。BAs the development of urbanization and the exploitation of advertisement resource, the value of outdoor advertising has obtained more and more attention. However, the innovative expression of outdoor advertising now in China is far from perfect. This essay takes McDonald＇s outdoor advertising as an example, anal.yses the innovative expression of outdoor advertising, and gives five routes of the innovative expression of outdoor advertising, which are taking advantage of time, taking advantage of environment, breaking through plat surface simplifying appeal and interacting with audience

关 键 词：户外 广告 创意 表现 

分 类 号：F713.8[经济管理—广告]