宏观调控与个体创意——作为城市意象的户外广告不可缺少的两面

户外广告是城市意象的重要构成部分。文章对部分国内外的户外广告的个体创意进行了举例,指出单一的创意户外广告能活泼特定的城市场景。在提高到整体城市景观的层次上,户外广告组成的街道景观甚至构成了人对整个城市的印象。为了避免城市景观受到户外广告无序蔓延的破坏,城市管理者必须通过宏观调控的手段进行一定的控制。经过国内外一些城市规划方向的广告管理案例进行列举与梳理,文章认为对户外广告的宏观调控现今是不可缺少的。但相比国外,我国在户外广告管理上,广告行业协会与居民的参与还并不广泛,在管理的具体实现手段上,还未尽完善,这些是值得进一步研究。总的来说,宏观调控与个体创意共同促使户外广告成就具有魅力的城市意象。

Marco-control and Originality, Making Outdoor Advertisement as a Better City Image

Outdoor advertisement is an important part of the City Image.This paper present some examples of the creative designed outdoor advertisement to prove that originality of outdoor advertisement create an active city scenery.Moreover,the street scene of outdoor advertisement even found the image of the city in people＇s mind.To avoid the visual pollution cause by the mess of outdoor advertisement,the city administrators have to take Marco-control as a method.From the regulations in foreign countries and in China,to control outdoor advertisement it＇s a common way in city managing.However,it＇s worthy of further study to solve the problem that the participation of the public is too low,and the way to achieve Marco-control is not perfect in China.After all,Marco-control and originality of outdoor advertisement make the city image better.