户外广告的消费文化特性  

Consumption Culture Characteristics of Outdoor Advertising

作　　者：周慧玲[1] 

机构地区：[1]徐州工程学院人文学院,江苏徐州221008

出　　处：《淮海工学院学报（人文社会科学版）》2016年第12期76-78,共3页Journal of Huaihai Institute of Technology(Humanities & Social Sciences Edition)

基　　金：江苏省教育厅高校哲学社会科学基金项目(2012SJD860001)

摘　　要：户外广告以其多样的形式和丰富的表现内容,为城市文化建设锦上添花,也通过对产品信息的推介,潜移默化地影响城市的消费者。户外广告以图文并茂的形式与内容,在视觉与形象上给受众以强烈的冲击,影响消费者的选择和偏好,促进社会生产和生活,激发消费需求,宣传企业文化和消费观念,扩大文化传播,引领时代消费风尚。With its various forms and rich performance content , outdoor advertising not only gives the ur-ban cultural construction the icing on the cake＇ but also affects the urban consumers step by step through the promotion of products information. In the form and content, outdoor advertising gives the audience the impact of vision and image,affects consumers’ choice and preference,promotes the social production and life , stimulates consumers＇ demand, spreads corporate culture and consumption attitudes, expands cultur-al communication, and leads the consumption fashion.

关 键 词：户外广告 消费文化 城市文化建设 激发需求 

分 类 号：G206.3[文化科学—传播学]