Analysis of Public Visual Aesthetics Preference Factors for Outdoor Advertising in Nanjing, China
Abstract
As a famous historical and cultural city, Nanjing has experienced significant growth in recent years. Visual advertising plays a pivotal role in enhancing the city's image and promoting commercial activities. By introducing the current state of visual advertising in Nanjing, we gained insights into its existing advertising management regulations and policies, as well as identified issues related to visual pollution. Through summarizing the characteristics of advertising design, we can discern public preferences and pinpoint the factors influencing their visual aesthetic preferences for advertisements. Representative advertisements are selected through NGT voting, and their advertising design characteristics are summarized through Van Leeuwen's multimodal discourse analysis model. Finally, data is gathered and analyzed through questionnaires to conduct a comprehensive analysis of aesthetic preference factors for five types of advertisements, thereby developing a visual aesthetic preference feature framework. This framework helps cities establish emotional characteristics of visual aesthetics and promote the healthy development of the advertising industry. Advertising designers should also make design plans based on the public's aesthetic preferences factors for advertising, reinforce their sense of social responsibility, and foster a people-oriented design concept that integrates Nanjing's historical and cultural elements. The government should enhance the supervision of advertising content, formulate corresponding standards, guide the industry’s healthy development, and elevate the public's advertising aesthetic level. Only by fostering a favourable cultural environment and mitigating the visual pollution caused by advertising can we preserve the city’s aesthetic appeal and enhance its overall visual image.
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