As creative work continues to mature, outdoor advertising has exhibited aesthetic characteristics in terms of form, artistic conception, dynamism, statics, and edges. The mutual transformation between these features not only provides inspiration for creation but also creates a beautiful landscape for the second outline of the city.
Formal Beauty
Aesthetic significance is the carrier of society, history, culture, and morality. For instance, Jinliufu's exploration of China's "Fu" culture has deeply resonated through outdoor integration. This accumulation and memory of beauty represent the essence of advertising aesthetics. Similar examples include the flying culture of Basha Group. As part of the cultural aspect of advertising, outdoor aesthetics continues to explore the inner world of the public. On one hand, it promotes virtue and upholds justice; on the other hand, it asserts individuality and disrupts conventions to boost sales.
Marginality
From a cultural perspective, outdoor advertising is an extremely individualistic form of culture and art; from an economic standpoint, it exhibits blatant utilitarianism. Moreover, regardless of the angle, it cannot be classified under any academic field. It is a hybrid of society, market, culture, art, and science, which defines the marginal nature of outdoor aesthetics.
This characteristic allows outdoor aesthetics to penetrate and integrate into various fields while being resisted by them. For example, formal beauty tends toward the artistic domain but still appears non-mainstream. Marginality drives outdoor advertising to seek independent positioning to establish a complete aesthetic system for better development and progress, such as copywriting aesthetics, graphic image aesthetics, media shape aesthetics, media lighting aesthetics, font art aesthetics, etc.
Artistic Conception Beauty
The artistic conception derived from form makes outdoor advertising increasingly important for cities. On a large scale, artistic conception involves creating an environmental imagery that generates an atmosphere close to or enhancing the quality of life for the masses. This beauty of artistic conception is a comprehensive effect of media shaping, images (graphics, colors, copy), lighting, etc. Meanwhile, the audience's aesthetic behavior stimulates its continuous improvement.
Dynamic Beauty
Primarily comes from mobile media, including buses, subways, neon lights, and outdoor images like LED and projection, as well as partial dynamics of the media. In a dynamic world, different segmented audiences have varying perceptions and demands for dynamic beauty.
For instance, subway media may appear as jumping notes to music lovers, making a short journey feel like strolling along a track. To literature enthusiasts, it might seem like a fairy tale world of "subway." The dynamic beauty of outdoor media is fundamentally different from watching TV. Outdoors, it completely interferes with and participates in our visual experience.
Static Beauty
In terms of media types, it usually refers to single-pole, billboard, and street media. In this noisy and restless world, the static beauty they exhibit can bring moments of psychological tranquility to the masses. However, even within static beauty, we can still perceive dynamic aesthetics, which is the aesthetic transformation in outdoor media. Precisely due to this aesthetic transformation, the aesthetic value of outdoor advertising becomes increasingly rich and profound.