城市广告环境与专项规划研究

City Circumstance and Ad Planning Research

近年来,整治城市户外广告环境已在全国大小城市逐步展开,以规划先行提升城市户外广告科学管理水准已成为共识。然而,作为城市专项规划其内容如何体现规划的科学性和可操作性仍有待于深化研究。本文认为:要改善当前城市户外广告环境,对于规划本身而言,首先要梳理户外广告与城市发展、户外广告与广告经营以及户外广告与城市管理四个关系,其次着力于户外广告设置与城市区域定位、媒体选择、经营与监管以及量化与美化五个方面的研究,这必然涉及到规划内容的深度和具体指导实施的关键所在。

Some procedures are formulated to standardize the installation and the administration of outdoor advertisements in many cities. It is the common sense to promote the outdoor ads administrating level and planning as the first step. The author thinks that it is important to deal with the relationship among outdoor ad and urban development administration, ad operation, Secondly, it should focus on the outdoor ad and city positioning, media selection, management etc, which is the key to planning and implementation.