户外广告媒介特质探析  

On Features of Outdoor Advertising Media

作　　者：戎彦[1] 

机构地区：[1]浙江万里学院,浙江宁波315100

出　　处：《浙江万里学院学报》2014年第2期84-88,共5页Journal of Zhejiang Wanli University

摘　　要：在人们随时随地随需获取信息成为可能的今天,作为"纯粹"广告媒介的户外广告再一次褪去信息传达的功用。户外广告应该是植入人们的生活轨迹的,轨迹为外,生活为内;户外广告应该是融入环境与外物的,更应该与人情景互动;户外广告应该是城市的装饰物,构成独特的风景;同时,户外广告还逐渐向着户外活动的方向发展。非信息,生活、情感、装饰、活动——是为户外广告的媒介特质。Nowadays,“pure” outdoor advertising media are not the only way people get information. Outdoor advertising should be implanted in the trajectory of people＆#39;s life. Outdoor advertising should be integrated into the environment and interact more with people. Outdoor advertising should be the city＆#39;s decorations, constituting a unique landscape. Meanwhile, outdoor advertising has gradually developed toward the direction of outdoor activities. Non-information, life, emotion, decoration, activities are the main features of the outdoor advertising media.

关 键 词：户外广告 媒介 特质 

分 类 号：G206.2[文化科学—传播学]