户外公益广告的现状和发展综述

高清涛 林思倩 高晨晖

摘 要：户外公益广告以城市公共空间为主要载体，为社会和公众切身利益服务的广告。其在增强城市凝聚力、引导大众树立正确思想、提升社会审美等方面起着重要作用。本文透过对于相关研究的统整，从户外公益广告的表现形式、表现内容和投放状况这三个方面来对其现状和发展进行概括总结，并对其未来发展进行规划。户外公益广告可以结合新技术融入互动元素，提升民众的体验感;主题的策划和内容可以贴近民众生活，言语赋有艺术性，增加民众的幸福感;同时广告投放合理，提高与城市的相融性，提升民众对城市的依赖度。

关键词：户外广告;公益广告;研究综述

ABSTRACT：Outdoor public service advertising plays an important role in standardizing social behavior and improving social atmosphere， and has made great contributions to the promotion of moral culture and the improvement of national quality. At the same time， the outdoor public service advertisement is also a symbol of the prosperity and development of the city， which can show the spirit of the whole city and reflect the city's cultural heritage. But there are still many deficiencies in outdoor public service advertising. Most of the outdoor public service ads still adopt the creative idea of print advertising， which fails to keep up with the technological development of new media. The form of expression is single， lack of interactivity， and the theme content is lack of innovation， empty language， which is difficult to meet the needs of the public at this stage. Nowadays， with the continuous development of science and technology， the public want to see excellent outdoor public service ads， interact with them， and increase the sense of experience. Through the research literature， investigation and analysis of the current situation of outdoor public service advertising， put forward relevant problems and solutions.

KEY WORDS：Outdoor advertising  Public service advertising  Review

戶外公益广告发挥着规范社会行为，改善社会风气的重要作用，为道德文化宣传，国民素质提高做出了巨大贡献。同时，户外公益广告也是城市繁荣发展的一个象征，可以展示城市的精神风貌和文化底蕴。但是户外公益广告仍然存在着许多不足，难以满足现阶段大众的需求。如今，随着科学技术不断发展，大众更希望看到优秀的户外公益广告，与其进行互动，增加体验感。

一、户外公益广告的现状

随着户外公益广告的发展，许多学者从不同角度对户外公益广告做了相关研究。本研究从表现形式、表现内容和广告投放，三个层面来对其进行综述。

（一）户外公益广告的表现形式

户外公益广告的表现形式主要是指其呈现方式及受众接受方式。……