[Study on the "China Characteristics" of Rural Wall Advertisements] Rural billboards

I. Introduction With the increasingly fierce commercial war in cities and the continuous improvement of the consumption level of rural residents, many merchants have shifted the focus of market expansion to the rural market. In rural areas of China, consumers have been relatively conservative for a long time, their information is blocked, and their purchasing preferences are relatively fixed. However, the rural wall advertisements distributed around their lives can play an unparalleled advantage in a quiet way and become a sharp weapon to expand the rural market.

In this paper, wall advertising refers to various advertising forms that are set in prominent positions on both sides of suburbs, villages, highways, railways, national highways, provincial highways and township highways, and use advertising materials to draw advertising words and pictures on the walls of houses, people's walls and factories, or directly paste spray-painted pictures on the walls to achieve their advertising purposes.

When we pass through the countryside by car or train, or stay in the village, all kinds of wall advertisements will always jump into our eyes unconsciously. As a kind of outdoor advertising form parasitic in rural environment of China, rural wall advertising has marked distinctive national characteristics from its formation to its development. Witnessing the changes of the times, it plays a unique role, but there are also some problems that cannot be ignored.

Second, the main characteristics of China rural wall advertising

Compared with foreign wall advertisements and other forms of outdoor advertisements in China, the characteristics of rural wall advertisements in China are extremely obvious. This paper analyzes the main characteristics of rural wall advertisements in China from the aspects of advertising theme, advertising performance and geographical distribution.

(A) the theme of rural wall advertising features

The so-called advertising theme refers to the main content and central idea carried by the advertisement. Rural wall advertisements show a diversified trend in subject matter.

Political themes. Slogans and slogans that can be seen everywhere on the gable of rural buildings have become an important stage to publicize national policies and regulations. From where? China * * * Long live the production party? 、? Fight local tyrants and divide fields? 、? Go all out and strive for the upper reaches, how to build socialism quickly and economically? 、? Old, four, four, new? ,

Arrive? Hold high the great banner of Deng Xiaoping Theory? 、? Reform and opening up, one country, two systems? These wall advertisements, which once spread all over every piece of land in rural areas of China in different periods, have left a strong mark in history with their special forms. Nowadays, advertisements in rural wall newspapers focus more on topics closely related to farmers' lives: what about family planning? Have fewer eugenics and live a happy life? ,? Have fewer children, plant more trees, have fewer children and raise more pigs? ; What about economic development? Keeping a rabbit at home is not short of oil, salt and vinegar? ; What about policies and regulations? Compulsory prevention of bird flu? ,? Implement nine-year compulsory education? Wait a minute.

Business theme. Publicity around enterprise and commodity information is another theme feature of rural wall newspaper advertisements. With the development and prosperity of economy, many rural areas are gradually densely populated, with developed transportation and increasingly prominent consumer demand. More and more enterprises, especially private enterprises, begin to attach importance to the development of rural markets and try to spread their names, logos, slogans and ideas through wall advertisements. Like what? Hualong noodles, see you every day? 、? Creating boilers, heating and cooking? Wait a minute.

Public welfare theme. With the development of the times and the deepening of spiritual civilization construction, there are more and more wall advertisements around public welfare themes such as environmental protection, social security, morality and ethics, and cultural construction. Like what? Caring for girls and being kind to the elderly? 、? Xx family ruined, xx died? 、? Zi Ri: Benevolent people, two people also. Unity is strength! ? And so on, all convey various public welfare concepts in a vivid and easy-to-understand way.

(B) the performance characteristics of rural wall advertising

The characteristics of rural wall advertisements in China are reflected in the following three aspects:

First, the text is dominant. More than 70% of wall advertisements are in the form of pure text, and a small number are combined with pictures and texts. Is the logo of the enterprise or product used on the map? Haier? Home appliances and shells? For example, agricultural machinery lubricants, put Haier Brothers and Shell logos in a prominent position, and then form wall advertisements with short words to convey their respective product information. The tone of advertising language is generally declarative, simply telling the characteristics of a product. For example,? Qianjiang? The slogan of motorcycle? Wear resistance means saving money? Simple and clear, concise and clear, telling the characteristics of the product and catering to the practical and economic psychology of the local audience. However, due to the limitation of creative level and the influence of local education level and consumer psychology, there are also a lot of vulgar and empty defects in wall advertisements, which need to be strengthened and rectified.

Second, the color is single. Color has a strong expressive force, which is an important prerequisite to make advertisements have visual impact and artistic appeal. It has the power of sound and is an important means for advertising to quickly win the attention of the audience. However, at present, many wall advertisements are too single in color application, and blue characters on white background or white characters on blue background account for the vast majority, which is easy to cause visual fatigue and cannot arouse the interest of the audience. Or the use of color is confusing, ignoring the visual laws, making people dazzled or agitated, which greatly damages the communication effect.

Third, the production is simple. Although wall advertising as an independent media form has existed objectively, the operation of the industry is still quite backward. It is still common for advertisers to grab a paint bucket and smear it around with billboards. A considerable number of wall advertisements are still in a state of shoddy and low level, such as fading, irregular fonts, untidy walls, and even typos and illegal advertisements. Many wall advertisements are painted on collapsed and damaged farmhouses or even messy pigsty, which not only damages the image of enterprises and brands, but also gives people the feeling of inferior product quality, which destroys the local natural and human environment to some extent and causes visual pollution.

(C) the geographical distribution characteristics of rural wall advertisements

As we all know, China's geographical environment is quite different, which leads to extremely unbalanced economic development. In the early days of reform and opening up, the coverage of broadcast media in the central and western regions was low, and many businesses chose outdoor wall advertisements to explore the target market, which stimulated the development of wall advertisements to some extent. With the rapid development of economy in 1990s, commodity sales in big cities tend to be saturated. The development of transportation facilities such as railways and highways that run through third-and fourth-tier cities and rural areas provides conditions for businesses to explore new target markets. With its high arrival rate and exposure frequency, wall advertisements have solved the objective problem of scattered audiences and become a weapon that advertisers must rely on to enter the rural market.

Third, the development countermeasures of rural wall advertising

The advertisements of rural wall newspapers in China, which grew up in a specific political, economic and cultural environment, have distinct characteristics and many problems that cannot be ignored. The objective existence of such phenomena as insufficient creativity, monotonous expression, indecent or even illegal advertising language, shoddy production, and illegal release and setting makes the rural wall advertising market chaotic and turbulent.

(a) Advertisers-consider the appropriateness of brand communication and rural wall media.

On the one hand, advertising mainly makes it clear that not all products are suitable for rural wall advertising, and the target consumers of enterprise products must be consistent with the audience of rural wall advertising in order to achieve the purpose of advertising communication and even marketing. Therefore, agricultural products such as fertilizers, feeds and pesticides for the rural market, as well as daily consumer goods, household appliances, furniture and other enterprises committed to exploring the rural market are more suitable for wall advertising.

On the other hand, due to the wide dispersion of wall advertisements and the difficulty of enterprise supervision, there is often a phenomenon of violating the norms of enterprise identification system. This requires enterprises that use rural wall advertisements to further strengthen their efforts to ensure the use of standardized words and colors, and at the same time, try their best to make the wall beautiful and choose a flat wall to leave a standardized, unified and trustworthy impression on the audience.

Advertisement Creator-Improve the creativity and performance of rural wall advertisements.

As an advertising creator, we can improve the advertising creativity and performance level from the following three aspects, so that rural wall advertisements can play a better role in communication.

First of all, advertising creativity and performance should be close to rural audiences. Advertising is essentially a kind of communication, and it is an important way to reach spiritual communication with consumers through certain creativity and performance. Influenced by traditional ideas, Chinese farmers are relatively conservative and have weak ability to accept new things, which determines that the advertising creativity for them should not be too abstract and artistic. It should be easy to understand, simple and effective, and guide the audience to accept the direction of new things. If you call China Mobile? Slogan? China mobile phone card, while farming? It not only publicizes the brand, but also conforms to the working habits of most farmers, and also leads farmers to keep up with the pace of the times-using mobile phones as a modern communication tool.

Secondly, advertising creativity and performance should be original. Psychology tells us that people always pay attention to new things. If the advertising works are nothing new. It is inevitable that it will not attract people's attention. To realize the originality of rural wall advertisements, it is necessary to adjust measures to local conditions, take rural local customs as creative materials, and design advertising words and pictures suitable for rural consumers on the basis of full and meticulous market research. For example, what is the slogan on the wall of Stanley Compound Fertilizer? Black land and yellow land, using Stanley as fertilizer? , catchy, unique and easy to remember, quickly spread widely in the rural market.

Finally, take differentiated advertising creativity and performance strategies for different audiences. In view of the regional characteristics of rural wall painting advertisements in China and different consumer groups in this market, different strategies are implemented in creativity and performance to improve the adaptability and pertinence of advertising communication. For example, farmers who are mainly engaged in agriculture, mostly middle-aged and elderly women, have low income levels, like festive and auspicious styles, and are often more likely to accept products with low prices and high added value. For this part of consumer groups, advertising creativity and performance should pay attention to practicality, choose patterns that symbolize good luck and wishful thinking, and the color is mainly red, so that the audience can feel comfortable that they can only be rich or expensive if they buy my products; Farmers who mainly work and farm are mostly young and middle-aged people. They have a certain economic income and are greatly influenced by the city. They love to follow fashion trends and have potential consumption power. They are the most important target audience of household appliances, motorcycles and other daily necessities. These consumers pay attention to emotional consumption, and external factors such as product style, color, appearance and brand can all be their reasons for buying. For these consumers, advertising creativity and performance should pay attention to practicality and fashion, and use appropriate language. Some high-income rural consumers have strong spending power. They can learn information through the internet, television, newspapers and other media, and they can accept new things quickly. While their material life is satisfied, they expect a richer spiritual life. For these consumers, advertisements should not exaggerate and misrepresent the functions of products, but should try to communicate with them.

(c) Advertisers-pay attention to the integration of rural wall advertisements with the environment.

As an advertisement publisher, it plays an important role in the final presentation of wall advertisements. The choice of wall surface, the level of production and regular updating and maintenance will all affect the realization of advertising communication effect. This requires publishers to choose professional producers, strictly operate rules, overcome all kinds of difficulties, and produce standardized and exquisite wall advertisements, so as to live in harmony with the specific rural environment and maximize the communication effect.

When publishing wall advertisements, it is necessary to coordinate with the planning department and the road administration department in advance to meet the requirements of environmental planning and new rural construction. We should fully consider the style, shape, color, quantity, form, location, orientation, height, material and other factors of wall advertisements, as well as regional pattern, regional function and road characteristics. At the same time, it is necessary to solve the collocation and integration of wall advertisements and buildings, design along the landform of this area, ensure the continuity of its style, find a suitable balance point and the best breakthrough point, make changes in a unified and coordinated style, and achieve harmony.

(D) advertising managers-to strengthen the supervision and rectification of rural wall advertising.

At present, in rural areas, there is no restriction of laws and regulations, and there is no strict approval and punishment for publishing wall advertisements. Lack of effective supervision is the bottleneck restricting the development of wall advertising, and it is also the root of various problems. Therefore, in order to develop rural wall advertisements, it is necessary to establish and improve relevant laws and regulations and bring wall advertisements into a scientific and orderly supervision system.

The government is the supervision and management organization of advertisements, which has an inherent deterrent effect on illegal advertisements and is the strong backing for consumers to protect their own interests. Therefore, we must give full play to the role of the government to ensure the orderly operation of the rural wall newspaper advertising market. For the management of wall advertisements, the village committee should play a role, strictly control the issue position, content and form of wall advertisements in the village in accordance with relevant regulations. The competent department at a higher level shall regularly supervise and inspect and put forward guidance on the management of wall advertisements.

The most important thing is to resolutely ban low-grade wall advertisements that pollute the environment. It is consistent with the government's requirements to beautify the rural environment to establish a sense of fine products and change from extensive wall advertisements to fine ones. Actively use wall advertisements to spread various public welfare themes, such as filial piety to the elderly, family harmony, caring for the neighborhood, obeying the law and so on. Let wall advertisements contribute to the construction of new countryside in China.

Four. conclusion

China has a vast territory and great regional differences, especially in the vast rural areas, which not only have different natural environments, but also have their own characteristics, which brings a lot of inconvenience to advertising and media delivery. Wall advertising has become an important means for enterprises to enter the countryside with its unique media advantages such as wide coverage, strong practicability, low cost and flexible release, and has made many brands. However, many problems in reality can not be ignored, and it is not a one-off event to improve the living conditions of wall advertisements. It needs the joint efforts of advertising practitioners, advertisers, the government and even people from all walks of life to create a good advertising environment and make it gain greater vitality in the rural market.