| 摘要: |
| 从户外媒介载体自身的特性出发， 分析其对户外广告创意的积极作用， 提出了户外广告创意在造型、 时空、 环境、 媒体和互动等角度的发展方向。并进一步结合案例， 阐述了户外广告创意利用户外媒介的特性进行创新的具体方法和手段， 以期突破广告创意的思维局限， 摆脱固有的表现形式， 展现户外广告的时代魅力， 从而提升户外广告的述求力。 |
| 关键词: 户外广告 媒介语言 广告创意 |
| DOI： |
| 分类号:J524.3 |
| 基金项目:重庆邮电大学课程建设项目 （2008ZDKC13） |
|
| Research on Innovation in Media Language of Outdoor Advertising |
|
WEI Ying
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Chongqing University of Posts and Telecommunications，Chongqing 400065，China
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| Abstract: |
| Starting from the self-characteristics of outdoor media, it analyzed the active role of advertising creativity, put forward the development of outdoor advertising creativity from the angle of modeling, space, environment, media and interaction. Combined with cases, it discussed the specific methods of outdoor advertising creativity based on the characteristics of media, which would breakthrough the thinking limits, get rid of the traditional form, express the time charm of outdoor advertising and promote the appeals of outdoor advertising. |
| Key words: outdoor advertising media language advertising creativity |
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