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乡村墙体广告制造要与乡村环境交融

来源:http://www.sdjndsl.com/content-13-419-1.html  日期:2019-02-19

乡村墙体广告制造要与乡村环境交融
Rural Wall Advertising Manufacturing Should Blend with Rural Environment
我国乡村墙体广告无论是与国外墙体广告比照,还是与国际他户外广告方式比照,特征都极分明,以下辨别从广告主题、广告表现和天文散布方面来剖析我国乡村墙体广告的次要特征。
Compared with foreign wall advertisements and international outdoor advertisements, the characteristics of rural wall advertisements in China are very clear. The following distinctions analyze the secondary characteristics of rural wall advertisements in China from the aspects of advertising theme, advertising performance and astronomical dissemination.
一.乡村墙体广告的主题特征
I. Thematic Characteristics of Rural Wall Advertisements
所谓广告主题,是指广告所承载的次要内容和中心思想。乡村墙体广告在主题上出现出多元化趋向。
The so-called advertising theme refers to the secondary content and the central idea carried by advertising. The rural wall advertisements show a trend of diversification in theme.
政治主题。乡村修建物山墙上随处可见的标语、口号成爲宣传国度方针、政策和法规的重要舞台。从“中国共产党万岁”、“打土豪,分田地”、“鼓足干劲,力争下游,多快好省地建立社会主义”、“破四旧,立四新”, 到“高举邓小平实际的伟大旗帜”、“变革开放,一国两制”等等,这些已经在不同时期普及中国乡村每一片土地的墙体广告,以特殊的方式在历史上留下了浓厚的一笔。现如今乡村墙体广告更多地是围绕与农民生活亲密相关的主题:有关方案生育的如“少生优生,幸福终身”,“少生孩子多种树,少生孩子多养猪”;有关开展经济的如“野生一只兔,不缺油盐醋”;有关政策法规宣传的如“强迫预防禽流感”,“推行九年制义务教育”等等。
Political themes. Slogans and slogans everywhere on the walls of rural buildings have become an important stage for publicizing national policies, policies and regulations. From "Long live the Communist Party of China", "Strike local tyrants, divide fields", "Encourage vigorous efforts, strive downstream, how quickly and economically build socialism", "break the four old, establish the four new", to "hold high the great banner of Deng Xiaoping's reality", "reform and opening up, one country, two systems" and so on, these have popularized wall advertisements on every piece of land in rural China in different periods, with special side. Style has left a strong mark in history. Nowadays, rural wall advertisements focus more on topics closely related to farmers'lives: such as "fewer births, better life", "fewer births, more trees, fewer children and more pigs", "wild rabbits, no lack of oil, salt and vinegar", "forced prevention of avian influenza" and "nine-year compulsory education". Yue and so on.
商业主题。围绕企业和商品信息宣传是乡村墙体广告的又一主题特征。随着经济的开展与昌盛,许多乡村从贫穷落后、人烟稀少逐步变得人口密集、交通兴旺,消费需求日益凸显,越来越多的企业特别是民营企业开端注重乡村市场的开辟,力图经过墙体广告将企业称号、标识、口号、理念等等停止浸透传达。如“华龙面,天天见”、“老万锅炉,取暖做饭两不误”等等。
Business theme. Information propaganda around enterprises and commodities is another theme feature of rural wall advertising. With the development and prosperity of the economy, many villages have gradually changed from poor and backward, sparsely populated to densely populated, prosperous transportation, and increasingly prominent consumer demand. More and more enterprises, especially private enterprises, begin to pay attention to the opening of rural markets, trying to stop the immersion of enterprise titles, logos, slogans, ideas and so on through wall advertisements. Such as "Hualong noodles, see everyday", "Lao Wan boiler, heating and cooking are both correct" and so on.
公益主题。随着时代的开展和肉体文明建立的深化,围绕环境维护、社会平安、品德伦理、文明建立等公益主题的墙体广告日益增多。如“关爱女孩,善待老人”、“吸毒家破人亡,贩毒绝路一条”、“子曰:仁者,二人也。勾结就是力气!”等等,都以生动易懂的方式传达着各种公益主张。
Public welfare theme. With the development of the times and the deepening of the establishment of physical civilization, wall advertisements focusing on environmental protection, social security, moral and ethical, civilized building and other public welfare themes are increasing. Such as "caring for girls, treating the elderly kindly", "drug addicts break people's lives, drug trafficking is a dead end", "Confucius said: benevolence, two people also. Collaboration is strength!"And so on, all convey various public welfare propositions in a vivid and easy-to-understand way.
山东墙体广告
乡村墙体广告的表现特征
The Characteristics of Rural Wall Advertising
我国乡村墙体广告在表现方式上的特征表现在以下三个方面:
The characteristics of rural wall advertisements in China are shown in the following three aspects:
一,文字爲主。70%以上的墙体广告爲纯文字方式,少局部爲图文结合。图多用企业或产品标志,以“海尔”家电和“壳牌”农机光滑油爲例,就是将海尔兄弟和贝壳标志放在明显地位,再配上冗长的文字构成墙体广告传达各自的产品信息。广告语的语气普通都是陈说式的,只是复杂地告知产品某一方面的特性。例如,“钱江”摩托的广告语“耐磨就是省钱”,单纯明白,简洁明了,道出了产品的特性,投合了外地受众适用、省钱的心思。但是,受创作程度的限制和外地教育程度、消费心思等方面的影响,墙体广告的广告语也少量存在粗鄙、空泛的缺陷,有待增强整治。
Firstly, writing is dominant. More than 70% of wall advertisements are in pure text mode, and few are in combination of pictures and texts. Pictures often use enterprise or product logo. Take "Haier" household appliances and "Shell" agricultural machinery smooth oil as an example, that is, to put Haier Brothers and Shell logo in a prominent position, and then add lengthy words to form wall advertising to convey their product information. The tone of advertising language is usually cliche, but it is complicated to inform the product of a certain aspect of the characteristics. For example, the advertising slogan of Qianjiang Motorcycle "Wear-resisting is money-saving" is simple, concise and clear, expressing the characteristics of the product, and suiting the minds of foreign audiences to apply and save money. However, due to the limitation of creative level and the influence of education level and consumption mentality in the field, there are a few vulgar and vague defects in wall advertisements, which need to be strengthened and rectified.
二,颜色单一。颜色具有很强的表现力,是使广告发生视觉冲击力和艺术感染力的重要前提,它具有先声夺人的力气,是广告疾速争取受众瞩目率的一种重要手腕。但是,目前不少墙体广告在颜色运用上过于单一,白底蓝字或蓝底白字占绝大少数,易形成视觉疲劳,无法惹起受众的兴味。或许运用颜色芜杂无章,无视视觉规律,使人眼花纷乱或发生焦躁的心思,极大地损害了传达效果。
Second, the color is single. Color has a strong expressive force, which is an important prerequisite for the visual impact and artistic appeal of advertisements. It has the power of first impression and is an important means for advertisements to quickly win the attention of the audience. However, at present, many wall advertisements are too single in the use of color, and most of them are white or blue, which is easy to form visual fatigue and can not arouse the interest of the audience. Perhaps the use of disorderly colors, ignoring the law of vision, makes people confused or anxious mind, greatly damaging the communication effect.
三,制造复杂。虽然墙体广告作爲独立的媒体方式已客观存在,但是行业运作仍相当落后,广告制造人员提个油漆桶,拿着宣传板在各地涂抹就完成了墙体广告的景象还很罕见。有相当数量的墙体广告还处在精雕细刻、程度较低的形态,如颜色易褪、字体不标准、墙面不整洁,甚至呈现错别字和守法广告等景象,很多墙体广告涂刷在已坍塌损坏的农舍,甚至是脏乱不堪的猪圈上,既损害企业和品牌抽象,给天然成产质量量优良的觉得,又在一定水平上毁坏了外地自然环境和文明环境,形成视觉净化。
Third, the manufacture is complex. Although wall advertisement exists objectively as an independent media mode, the operation of the industry is still quite backward. It is rare for advertisers to complete wall advertisement by putting up a paint bucket and smearing propaganda boards everywhere. A considerable number of wall advertisements are still in the form of exquisite carving and low degree, such as fadable color, non-standard fonts, untidy walls, and even mistyped and law-abiding advertisements. Many wall advertisements are painted on collapsed and damaged farmhouses or even dirty pigsties, which not only damage the abstraction of enterprises and brands, but also give a good impression of the quality of natural products. To a certain extent, it destroys the natural and civilized environment in other places and forms visual purification.
综上所述有济南大思路广告传媒服务有限公司提供,更多山东墙体广告知识,欢迎关注我们的网站:http://www.sdjndsl.com谢谢支持!
In summary, all the above-mentioned Jinan Great Thought Advertising Media Service Co., Ltd. provides more knowledge of Shandong wall advertising. Welcome to our website: http://www.sdjndsl.com. Thank you for your support!
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