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The status quo, trends and problems of outdoor advertising lighting (1)
1. Preface advertising logo - a symbol of urban prosperity, amazing and applause! In the daylight, she is not only a brand of various brands, but also a vane of urban economy and construction. She also helps people to determine their position in a strange city. In the night, she is full of brilliance, and she is attracted by magnets. The crowd, known as the crowning touch of the city's night scene, has attracted worldwide attention. 2, the status quo 2.1 advertising logo is inseparable from light, in today's highly developed information society, with the continuous development of market economy, outdoor advertising and logo as an important carrier of modern economic and social information and an important part of the city image, its lighting field More and more people are highly valued. According to statistics, more than 80% of people's information is obtained through visual inspection. Take the advertising lightasadvertisingmedium as an example. If there is no light, then advertising, product promotion, city night beauty, people's nightlife, etc. can't be talked about. The effect of non-illuminated ads is only 50% of the effect of lighting ads. 2.2 Overview of the status quo survey, at present, China's advertising signs and lighting conditions? According to the survey, since 1979, China's advertising industry has developed very rapidly. By the end of 1993, the number of advertising business units nationwide soared to 31,000, and the advertising business amounted to 13.4 billion yuan. In 1995, China’s advertising business units increased to 48,000, with 470,000 employees and a turnover of 27.3 billion yuan. The number of operating advertising units has risen to 50.28 million, with a staff of 512,000 and an annual turnover of 36.6 billion yuan. By 2003, China’s advertising business exceeded 100 billion yuan, of which outdoor advertising was the largest increase among all advertising media. The growth rate is more than 2 digits per year, reaching 12.6 billion yuan. The number of units operating outdoor advertising is 63,000, and the number of works is 2.08 million. The development trend is very gratifying. The above figures show that the rapid development of China's outdoor advertising and signage industry is unprecedented. So, what about the lighting status of outdoor advertising and logos? The author conducted detailed investigations on several areas where domestic and foreign advertisements and logos were concentrated, such as commercial streets, main roads or squares. There were 28 surveyed areas, including 8 foreign countries and 20 domestic ones. From the survey results: First, there are fewer and fewer advertising signs. The forms and types of outdoor advertising and logo lighting have increased significantly. The advertisements and logos without lighting have been reduced accordingly. Among them, the unlit advertising accounts for only 14% of the total number of advertisements, and the unlit landscapes account for about 37% of the total number of landmarks. There are fewer features without illumination, accounting for only 38% of the total number of features. Second, neon advertising faces challenges. In the past 100 years, the phenomenon of more neon signs in commercial streets and fewer other lighting advertisements has changed quietly. Among the 28 regions listed in Table 1, neon advertisements accounted for only 26% of the total number of advertisements, 35% in 8 foreign regions, and 25.2% in 20 regions in China. However, the situation in different cities is different. For example, the neon advertisements in Nathan Road in Hong Kong are still the most, accounting for about 50% of the total number of advertisements; and the application of the LED strips and LED light sources in Taipei in advertising signs poses a challenge to neon advertising. Third, the external projection lighting and light box advertising have increased significantly. In 1999, there were 193 outdoor lighting advertisements in nine districts in 1999, which increased to 544 in 2005, an increase of 1.8 times. In 1999, there were 749 light box advertisements, and by 2005, it increased to 1151. In just a few years, the magnitude of the increase is so amazing.