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农村墙体广告的表现主要在哪些形式上?

来源:http://www.sdjndsl.com  日期:2019-06-20

其一,文字为主。70%以上的墙体广告为纯文字方式,少局部为图文分离。图多用企业或产品标志,以“海尔”家电和“壳牌”农机光滑油为例,就是将海尔兄弟和贝壳标志放在显著位置,再配上简短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,只是简单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,简约明了,道出了产品的特性,迎合了当地受众适用、省钱的心理。但是,受创作程度的限制和当地教育程度、消省心理等方面的影响,墙体广告的广告语也大量存在粗鄙、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 separated by 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 compose wall advertisements with short words to convey their product information. The tone of the advertisement is usually cliche, which simply informs the product of certain characteristics. For example, the advertisement of Qianjiang Motorcycle "Wear-resistant is money-saving" is simple, concise, and expresses the characteristics of the product, catering to the psychology of local audience to apply and save money. However, due to the limitation of creative level and the influence of local educational level and eliminating psychology, there are also a lot of vulgar and vague defects in wall advertisements, which need to be strengthened and rectified.
其二,颜色单一。颜色具有很强的表现力,是使广告产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,是广告快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多数,易形成视觉疲倦,无法惹起受众的兴味。或者运用颜色杂乱无章,无视视觉规律,使人头昏眼花或产生焦躁的心理,极大地损伤了传播效果。
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 the majority of them are white or blue, which is easy to form visual fatigue and can not arouse the interest of the audience. Or the use of disorderly colors, ignoring the law of vision, make people dizzy or produce restless psychology, greatly damaging the dissemination effect.
山东喷绘膜广告
其三,制造简单。固然墙体广告作为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现象还很常见。有相当数量的墙体广告还处在粗制滥造、程度较低的状态,如颜色易褪、字体不标准、墙面不整洁,以至呈现错别字和违法广告等现象,很多墙体广告涂刷在已坍塌损坏的农舍,以至是脏乱不堪的猪圈上,既损伤企业和品牌形象,给人形成产质量量低劣的觉得,又在一定水平上毁坏了当地自然环境和文化环境,形成视觉污染。
Thirdly, the manufacture is simple. Although wall advertising as an independent media has existed objectively, but the operation of the industry is still quite backward. It is common for advertisers to put up paint buckets and finish wall advertising with propaganda boards everywhere. A considerable number of wall advertisements are still in the state of rough manufacture and low degree, such as fadable colors, non-standard fonts, untidy walls, and even mistyped characters and illegal advertisements. Many wall advertisements are painted on collapsed and damaged farmhouses and even dirty pigsties, which not only damage the image of enterprises and brands, but also give people a feeling of inferior production quality. To a certain extent, it destroys the local natural and cultural environment and forms visual pollution.
(三)乡村墙体广告的天文散布特征
(3) Astronomical Dissemination Characteristics of Rural Wall Advertisements
众所周知,我国天文环境差别较大,形成经济开展极端不均衡。变革开放初期,电波媒体在中西部地域掩盖率较低,因而有不少商家选择户外墙体广告来开辟目的市场,一定水平上刺激了墙体广告的开展。进入90年代,经济得到了突飞猛进的开展,商品销售在大城市趋于饱和,加之铁路、公路等交通设备的开展,而这些交通要道纵贯三四级城市和乡村地域,为商家开拓新的目的市场提供了条件。墙体广告以其较高的抵达率和暴露频次处理了受众散布散的客观问题,成为广告主进军乡村市场必需倚重的武器。
As we all know, China's astronomical environment is quite different, resulting in extremely uneven economic development. In the early period of reform and opening up, the radio media coverage rate in the central and western regions was low, so many businessmen chose outdoor wall advertising to open up the target market, which stimulated the development of wall advertising to a certain extent. Into the 1990s, the economy has been developing rapidly, commodity sales in large cities tend to be saturated, coupled with the development of railway, highway and other transportation equipment, and these transportation highways run through three or four levels of urban and rural areas, providing conditions for businesses to develop new target markets. With its high arrival rate and exposure frequency, wall advertisements deal with the objective problem of audience dissemination, and become the necessary weapon for advertisers to enter the rural market.
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