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福州城市户外广告发展现状及建议

The Development Status and Suggestions of Fuzhou City Outdoor Advertising
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摘要 近年来,福州在经济发展、城市建设等方面取得了一定的成效,户外广告的投入量迅速增加,新技术新材料得到广泛运用,相关管理条例和实施办法相继出台,既美化了城市环境也提升了城市文化品味。但不容忽视的是,整体合理规划不足、创意制作粗糙等问题也时有出现,不仅阻碍了福州户外广告业的发展,也对福州的城市环境造成负面影响。只有通过在户外广告规划中体现区域特色、创作中巧妙利用环境、注重受众参与度等有效举措,才能在商业目的之余运用户外广告增添福州城市的魅力指数。 In recent years,Fuzhou in such aspects as economic development, urban construction has achieved some success, the increased inputs of outdoor advertising,the widely-used new technology and new material, the promulgated management regulations and measures not only beautify the urban environment bun also promote the city's cultural taste.But what should not be ignored is that the overall lack of reasonable planning, rough ideas which not only hindered the development of Fuzhou outdoor advertising,also have a negative impact on Fuzhou urban environment.Only by reflecting regional characteristics in the outdoor advertising planning,creation of ingenious use of the environment,paying attention to the audience participation and other effective measures, can Fuzhou be added by the charm index.
作者 叶凤琴
出处 《福建江夏学院学报》 2014年第4期85-92,共8页 Journal of Fujian Jiangxia University
基金 福建省教育厅社会科学研究项目(JBS06049)
关键词 户外广告 媒体 文化 福州 outdoor advertising media culture Fuzhou
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