CAJ | 학술논문

随着城市化进入新的阶段,人们的城市理念发生了变化,其户外广告优化与转型也就势所难免了.户外广告将不仅仅是一种环境媒体,而更应该成为一种人文媒体.优化与转型就是要以人性化、审美化、现代化的城市形象观念指导户外的广告实践;用新科技推动低碳、节能的载体替代污染、耗能的户外广告载体;以与城市文化互动而进一步凸现户外广告的文化责任.有基于此,广州市政府在大力推进新城市化的进程中,广州珠江岸线户外广告的设置规划以及实施的优化转型就成了一种较好的行动.
수착성시화진입신적계단,인문적성시이념발생료변화,기호외엄고우화여전형야취세소난면료.호외엄고장불부부시일충배경매체,이경응해성위일충인문매체.우화여전형취시요이인성화、심미화、현대화적성시형상관념지도호외적엄고실천;용신과기추동저탄、절능적재체체대오염、모능적호외엄고재체;이여성시문화호동이진일보철현호외엄고적문화책임.유기우차,엄주시정부재대력추진신성시화적진정중,엄주주강안선호외엄고적설치규화이급실시적우화전형취성료일충교호적행동.
As urbanization steps into a new stage on which urban concept has been changed, the optimization and transformation of outdoor advertising is imperative. Outdoor advertising will be not only be environmental media, but also humanistic media. The optimization and transformation refers to guiding its practice with an idea of city image, which is humane, aesthetical and modern;it also refers to promoting low-carbon by new technology and replacing pollution and energy-intensive outdoor advertisement carriers by energy-efficient ones;furthermore, it focuses more on outdoor advertisement's cultural responsibilities through interactions with city culture. While Guangzhou government is promoting the new urbanization, the outdoor advertising design and planning along Guangzhou Pearl River shoreline is a good practice of optimization and transformation.