汕头市主城区常见户外公益广告研究

The Design Strategies of Promoting Outdoor PSAs——A case study of Shantou city

对汕头市主要城区常见户外公益广告进行了调研,采取实地拍照考察和问卷调查结合的方式,发现当前汕头户外公益广告的主要特点一是广告投放较为集中,但设置规划性不强;二是制作粗糙,新意少、精品少;三是创文宣传最多,但偏于口号化;四是政府占主导地位,企业参与不足。针对以上特点,提出建立长远规划,合理划分区域;投放媒介整合;创意创新,加入潮汕特色文化和加强相关法律法规建设等四个方面的提升策略。

The author of this paper carried out an investigation on the outdoor PSAs in the main districts of Shantou city, and by combining ways of photographing and questionnaires, the author discovered the major features of the outdoor PSAs in Shantou： first, the advertisements are located collectively, but with inadequate planning; second, the ads were roughly made with little creativity; third, the ads are with too many slogans; fourth, the government takes the leading role, and there is inadequate participation of the enterprises. Regarding the above features, the paper puts forward strategic suggestions such as sectioning off the areas for ads in a reasonable way, integrating the media presented, enhancing creativity and innovation with local culture, and strengthening construction of related laws and regulations.