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户外广告一直是我们非常关注的问题。户外广告作为一种广告的媒介形式,到底有什么特征?为什么最近几年有这么快的发展?我觉得这些问题一方面要从我们广告自身的特点来看,另一方面要从整个中国社会的巨大变化来看。北京大学广告学系刚做了一个调查,从老百姓的角度,他们是怎样看待户外广告作品的。超过一半的老百姓认为户外广告增添了城市的观感,1/4的老百姓认为美化了环境,他们对现在整体的户外广告的评价,基本上是正面的;认为严重破坏市容市貌的,只占非常小的一部分比例。
Outdoor advertising has always been a problem of great concern to us. Outdoor advertising as an advertising media form, in the end what characteristics? Why in recent years so fast development? I think these issues on the one hand, from the characteristics of our ads on the one hand, on the other hand from the entire Chinese society Huge changes. Peking University Department of Advertising just did a survey, from the people’s point of view, how they treat outdoor advertising works. More than half of people think that outdoor advertising adds a sense of city, and one in four people think that beautifies the environment. Their evaluation of the overall outdoor advertising nowadays is basically positive. It only accounts for a very serious Small part of the ratio.