少数民族元素在蒙自市户外广告中的价值及其运用与策略

On the Value and Strategy of Minority Elements of Outdoor Advertising in Mengzi

随着户外广告的蓬勃发展,蒙自作为一个多民族的滇南中心城市,户外广告的发展出现民族元素多样化、民族文化丰富性的特点。近几年少数民族地区的户外广告比较青睐少数民族元素和文化的视觉表达,据调查发现蒙自市户外广告中少数民族元素主要涉及地标、人物形象等固有元素,和语言文字、传统服饰、传统节日、民间谚语等传统文化元素。少数民族元素的运用展示了少数民族文化和民族价值观,促进了民族认同,提高了户外广告的民族审美价值,有利于民族大团结与和谐发展。基于户外广告的创意、表现和设计审美,广告人一定要坚持正确、科学、和谐地运用少数民族元素,使少数民族元素在户外广告的差异化中融合发展。

Along with the vigorous development of outdoor advertising,as a multinational central city of Yunnan,the development of outdoor advertising in Mengzi appear diversified ethnic elements and richness national culture.In recent years,the outdoor advertising of minority areas more favor to express the minority elements and visual culture.According to the survey,we found that minority elements of outdoor advertising in Mengzi mainly involves the inherent elements of landmarks and character image,and the traditional culture elements such as characters language,traditional clothing,traditional festival and folk proverbs.The application of minority elements in outdoor advertising shows the minority culture and national values,promote the national identity,improve the aesthetic value of outdoor advertising,and is conducive to national unity and harmonious development.Although,not do more harm than good,but there are also some problem such as abuse,misuse,and so on.Therefore,advertisers must be correct,scientific and harmonious use of minority elements when create,performance and design outdoor advertising.