景观视阈下城市户外广告空间的美学规约

Aesthetic regulation on urban outdoor advertising space from the view of landscape

认为城市户外广告的景观转向遵循从商业功能到城市功能、从消费文化到城市文化、从广告景观到城市景观的演化逻辑;广告景观的空间生产从空间中的生产拓展为空间的生产、从公共产权空间生产延伸到私有产权空间生产、从物质空间生产演进至精神空间生产;户外广告景观的过度生产使城市空间偏离公众的审美体验。因此,必须遵循秩序美学、道德美学和生态美学的原则,对户外广告进行科学与合理的规划监管,实现环境审美与传播沟通的整合。

From the perspective of landscape, this es- say discusses the space esthetics regulation of urban outdoor ad- vertising theoretically. It analyzes three aspects of the landscape trend of city outdoor advertising, which involves of from business function to urban functions, from consumer culture to the city culture and from the advertising landscape to urban landscape. Then it discusses the producing of outdoor advertising space, which is expanding from the space production to space produc- tion, extending from public property space to private property space and developing from material space to spirit space. The lack of public aesthetic experience is caused by excessive produ- cing of outdoor advertising space. It puts forward the policy sug- gestions on the planning of city outdoor advertising, which are following the principles of order aesthetics, moral aesthetics and ecological aesthetics.