城市公共空间中的户外广告探究

On Outdoor Advertisements in Urban Public Space

现代城市有很多公共空间,城市的交通、商业、表演、展览、体育运动、观光游览、节日集会等活动在这些空间进行。户外广告要追求"私利"的最大化,就要尊重公共空间的"公益"属性,要适应和遵循现代化的城市管理要求,根据城市整体功能分区融入城市公众生活,在设置上保持与城市公共建筑的和谐与协调,有效解读和呈现城市文化。只有这样,才能解决户外广告的"私"与公共空间的"公"之间的矛盾,实现利益追求的双赢,使户外广告为城市整体形象"增光添彩"。

There is much public space in modern cities, in which urban traffic, business, performance, ex- hibition, sports, sightseeing, holiday gatherings and other activities are held. If outdoor advertisements want to pursue the maximization of ＂private interest＂, it is necessary to respect the ＂public interest＂ at- tribute of public space, adjust to and follow the modern urban management requirements, integrate into the city public life according to the overall urban functions , maintain harmony and coordination with urban public construction in setting, interpret and present the urban culture, so as to solve the contradiction between the ＂publicity＂ of outdoor advertisements and the ＂private＂ of public space, realize the win-win of benefit pursuit, and ＂add luster＂ to the overall image of the city.