| 户外广告媒介特质探析 |
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| 引用本文： | 戎彦.户外广告媒介特质探析[J].浙江万里学院学报,2014(2):84-88. |
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| 作者姓名： | 戎彦 |
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| 作者单位： | 浙江万里学院,浙江宁波315100 |
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| 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。
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| 关 键 词： | 户外广告 媒介 特质 |
On Features of Outdoor Advertising Media |
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| RONG Yan.On Features of Outdoor Advertising Media[J].Journal of Zhejiang Wanli University,2014(2):84-88. |
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| Authors: | RONG Yan |
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| Institution: | RONG Yan (Zhejiang Wanli University, Ningbo Zhejiang 315100) |
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| Abstract: | 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. |
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| Keywords: | outdoor advertising media trait |
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