Aesthetic significance is the carrier of society, history, culture and morality. As a cultural part of advertising, outdoor aesthetics is constantly exploring the inner world of the public. On the one hand, it promotes virtue and justice; on the other hand, it promotes personality and subverts convention in order to promote sales.
From the perspective of culture, outdoor advertising is a culture and art with great personality; from the perspective of economy, it shows naked utilitarianism. Moreover, no matter from what angle, it can not be attributed to the academic field. It is a mixture of society, market, culture, art and science, which is the marginal characteristic of outdoor aesthetics.
This characteristic makes outdoor aesthetics go deep into and penetrate into various fields, and is also contradicted by various fields. For example, formal beauty is close to the field of art, but it does not appear to be mainstream. Marginality promotes outdoor advertising to seek an independent position to build a set of aesthetic system, so as to better develop and forge ahead. Such as copywriting aesthetics, graphics and image aesthetics, media shaping aesthetics, media lighting aesthetics, font art aesthetics and so on.
The beauty of artistic conception
The artistic conception diffracted from the form makes the outdoor advertisement more and more important to the city. On a large scale, artistic conception is the image creation of the advertising environment, so as to create an atmosphere close to and even improve the quality of public life. This kind of artistic conception beauty is the comprehensive effect of media modeling, pictures (graphics, colors, copywriting), lighting, etc. At the same time, the audience's aesthetic behavior also stimulates its continuous improvement.
Mainly from mobile media, including buses, subways, neon, as well as outdoor images such as LED and projection, local dynamic of media. In the dynamic world, focus groups will have different understanding and needs of dynamic beauty.
In terms of media types, it usually refers to single column, big brand and advertising tower, street media, etc. In this noisy and restless world, the static beauty they show can bring the masses a moment of psychological peace. However, in the static beauty, we can also see the dynamic beauty, which is the aesthetic transformation in outdoor media. It is this aesthetic transformation that makes the aesthetic value of outdoor advertising (advertising tower media) richer and deeper.