Research on "Chinese Characteristics" of Rural Wall Advertising Rural Billboards

1. Introduction As the urban business war becomes increasingly fierce and the consumption level of rural residents is gradually improving, many businesses will shift their focus of market expansion to the rural market. In rural areas of our country, because consumers have been relatively conservative for a long time, have little information, and have relatively fixed purchasing preferences, the rural wall advertisements distributed around their lives can exert advantages that other advertising media cannot match in a subtle and silent way. It has become a powerful tool that must be relied on to expand the rural market.

Wall advertisements in this article refer to prominent locations placed on both sides of urban suburbs, rural areas, highways, railways, national highways, provincial highways, and township roads. Advertising materials are used to draw advertising text and pictures on Various forms of advertising such as private houses, residential walls, factory walls, or directly pasting spray-painted images on the wall to achieve their advertising purposes.

When we pass through the countryside by car or train, or are in a village, all kinds of wall advertisements will always pop into our eyes unconsciously. As a form of outdoor advertising parasitic in China's rural environment, rural wall advertising has been branded with a distinct "national characteristics" from its formation to development. It witnesses the changes of the times and plays a unique role. At the same time, there are also some An issue that cannot be ignored.

2. The main features of my country’s rural wall advertising

my country’s rural wall advertising is different from foreign wall advertising. Comparing it with other domestic outdoor advertising forms, its characteristics are extremely obvious. The following is an analysis of the main characteristics of rural wall advertising in my country from the aspects of advertising theme, advertising performance and geographical distribution.

(1) Theme characteristics of rural wall advertisements

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 theme.

Political themes. Slogans and slogans that can be seen everywhere on the gables of rural buildings have become an important stage for publicizing national principles, policies and regulations. From "Long live the Communist Party of China", "Crack down the local tyrants and divide the land", "Strive to the top and build socialism as quickly, quickly and cost-effectively" as possible, "Destroy the four olds and establish the four news",

From "holding high the great banner of Deng Xiaoping Theory" to "reform and opening up, one country, two systems", etc., these wall advertisements that once spread across every land in rural China at different times have left a strong mark on history with their special forms. of a sum. Nowadays, rural wall advertisements are more centered on themes closely related to farmers' lives: related to family planning, such as "Fewer children and eugenics, a happy life", "Have fewer children and plant more trees, have fewer children and raise more pigs"; Economic development is like "raising a rabbit, there is no shortage of oil, salt and vinegar"; promotion of relevant policies and regulations is such as "mandatory prevention of bird flu", "implementation of nine-year compulsory education" and so on.

Business theme. Promoting corporate and product information is another theme feature of rural wall advertising. With the development and prosperity of the economy, many rural areas have gradually transformed from poverty, backwardness and sparsely populated areas to dense population and developed transportation. Consumer demand has become increasingly prominent. More and more enterprises, especially private enterprises, have begun to pay attention to the development of the rural market and strive to pass through the wall. Advertising penetrates and spreads corporate names, logos, slogans, concepts, etc. Such as Hualong noodles, which can be seen every day, Laowan boiler, which can be used for heating and cooking, etc.

Public welfare theme. With the development of the times and the deepening of spiritual civilization construction, wall advertisements focusing on public welfare themes such as environmental protection, social security, moral ethics, and cultural construction are increasing day by day. Such as: "Care for girls and be kind to the elderly", "xx family is ruined and everyone is dead, xx is a dead end", "On a child's day: two people are benevolent." Unity is strength!? and so on, all conveying various public welfare ideas in a vivid and easy-to-understand way.

(2) Expression characteristics of rural wall advertisements

The characteristics of the expression form of rural wall advertisements in my country are reflected in the following three aspects:

First, text is the main focus. More than 70% of wall advertisements are in the form of pure text, and a small number are a combination of pictures and text. Most pictures use corporate or product logos. Taking Haier home appliances and Shell agricultural machinery lubricants as examples, the Haier Brothers and Shell logos are placed in prominent positions, and then combined with short text to form wall advertisements to convey their respective product information. The tone of advertising slogans is generally declarative, simply informing a certain aspect of the product's features.

For example, the slogan of "Qianjiang Motorcycle" is "wear-resistant means saving money". It is simple, clear, concise and clear. It expresses the characteristics of the product and caters to the local audience's psychology of being practical and saving money. However, due to the limitations of creative level and the influence of local education level, consumer psychology and other aspects, the slogans of wall advertisements also have a lot of vulgarity and hollow defects, which need to be strengthened.

Second, the color is single. Color has strong expressive power and is an important prerequisite for advertising to have visual impact and artistic appeal. It has the power of being the first to attract attention and is an important means for advertising to quickly win the attention of the audience. However, many current wall advertisements are too simple in their use of color, with blue characters on a white background or white characters on a blue background accounting for the majority, which can easily cause visual fatigue and fail to arouse the audience's interest. Or use colors in a messy manner, ignoring visual rules, dazzling or making people irritable, which greatly damages the communication effect.

Thirdly, it is easy to make. Although wall advertising has objectively existed as an independent media form, the operation of the industry is still quite backward. It is still very common for advertising production staff to grab a paint bucket, take a promotional board and paint it everywhere to complete the wall advertising. A considerable number of wall advertisements are still in a shoddy and low-quality state. For example, the colors are easy to fade, the fonts are irregular, the walls are untidy, and there are even typos and illegal advertisements. Many wall advertisements have collapsed after they were painted. Damaged farmhouses and even dirty pig pens not only damage the corporate and brand image and give people a sense of low-quality products, but also damage the local natural and cultural environment to a certain extent and cause visual pollution.

(3) The geographical distribution characteristics of rural wall advertisements

As we all know, the geographical environment in our country is very different, resulting in extremely uneven economic development. In the early days of reform and opening up, the coverage rate of radio media in the central and western regions was low, so many businesses chose outdoor wall advertising to expand their target markets, which stimulated the development of wall advertising to a certain extent. In the 1990s, the economy has developed by leaps and bounds, and commodity sales have become saturated in big cities. In addition, transportation facilities such as railways and highways have developed. These transportation thoroughfares run through third- and fourth-tier cities and rural areas, opening up new opportunities for businesses. The target market provides the conditions. Wall advertising solves the objective problem of audience dispersion with its high reach rate and exposure frequency, and has become an important weapon that advertisers must rely on to enter the rural market.

3. Research on Development Countermeasures of Rural Wall Advertising

Grown up in the specific political, economic and cultural environment The rise of rural wall advertising in my country not only has distinctive features, but also has many problems that cannot be ignored. The objective existence of lack of creativity, monotonous forms of expression, indecent or even illegal advertising language, shoddy production, and illegal publication and setting has made the rural wall advertising market chaotic and turbulent.

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

On the one hand, advertising mainly makes it clear that not all All products are suitable for rural wall advertising. The target consumers of the company's products must match the audience of rural wall advertising in order to achieve advertising communication and even marketing goals. Therefore, agricultural products such as fertilizers, feeds, and pesticides for the rural market, as well as daily consumer goods, household appliances, furniture, and other companies committed to exploring the rural market are more suitable for wall advertising.

On the other hand, due to the wide dispersion of wall advertising, it makes corporate monitoring difficult, and violations of corporate image recognition system specifications often occur. This requires companies that use rural wall advertisements to further increase their efforts and ensure that they use corporate standard words and standard colors when publishing wall advertisements. At the same time, they must try their best to make the production exquisite and choose smooth wall surfaces to leave a standard and uniform appearance to the audience. And the impression of trustworthiness.

(2) Advertising creators - improving the creativity and performance of rural wall advertising

As an advertising creator, you can improve it from the following three aspects The level of advertising creativity and expression enables rural wall advertising to better perform its communication effect.

First of all, advertising creativity and performance must be close to rural audiences. Advertising is essentially a form of communication. Achieving spiritual communication with consumers through certain creativity and performance is an important way for advertising to succeed.

Influenced by traditional ideas, Chinese farmers have relatively conservative ideas and a weak ability to accept new things. This determines that advertising creativity for them cannot be too rounded, too abstract, or too artistic. It should not only be easy to understand, simple and effective, but also guide the audience in the direction of accepting new things. For example, China Mobile's advertising slogan "China Mobile mobile phone card, playing while plowing" not only promotes the brand, but also conforms to the work habits of most farmers, and also leads farmers to keep up with the times - using modern tools such as mobile phones. Communication tool.

Secondly, advertising creativity and performance must be original. Psychology tells us that people always pay attention to novel things. If the advertising work is nothing new. It will definitely not attract people's attention. In order to realize the originality of rural wall advertising, it is necessary to adapt to local conditions, use local rural customs as creative materials, and design advertising text and images suitable for rural consumers based on careful and detailed market research. For example, the slogan on the wall of Stanley compound fertilizer is "Black soil and yellow soil, use Stanley for fertilizer". It is catchy, unique and easy to remember, and it quickly spread widely in the rural market.

Finally, adopt differentiated advertising creativity and performance strategies for different audiences. In view of the geographical characteristics of rural wall advertising in my country, differentiated strategies should also be implemented in terms of creativity and expression for different consumer groups in this market to improve the adaptability and pertinence of advertising communication. For example, farmers who mainly focus on agriculture, mostly middle-aged and elderly people and women, have low income levels, like festive and auspicious styles, and are often more receptive to low-priced and high-value-added products. For this group of consumers, advertising creativity and performance must be particular For practicality, choose a pattern that symbolizes good luck and good luck, and the color should be mainly red, so that the audience can have a comforting mentality that only by buying my products can they become rich; farmers who mainly work and do farming, mostly young and middle-aged, have A certain economic income, greatly affected by the city, love to follow fashion trends, and have potential spending power. They are the most important target audience for household appliances, motorcycles and other daily necessities. This type of consumer group pays attention to emotional consumption, and the style, color, and External factors such as appearance and brand can become their reasons for purchasing. For this group of consumers, advertising creativity and performance should focus on practicality and fashion, using appropriate language and images to exaggerate the advertising atmosphere; some high-income rural consumers, They have strong consumption power. They can understand information through the Internet, TV, newspapers and other media, and can quickly accept new things. While their material life is satisfied, they also look forward to a richer spiritual life. For this part of the consumer group, advertisements introduce product functions. Do not exaggerate or misrepresent the truth. The advertising slogan strives to communicate with them.

(3) Advertising publishers - attaching importance to the integration of rural wall advertising and the environment

As an advertising publisher, the final presentation of wall advertising Status plays a role that cannot be ignored. The choice of wall, the level of production, regular updates and maintenance will all affect the realization of advertising communication effects. This requires advertising publishers to select professional production staff, strictly operate procedures, overcome various difficulties, and produce standardized and exquisite wall advertisements so that they can coexist harmoniously with the specific rural environment and maximize the communication effect. .

When publishing wall advertisements, it is necessary to coordinate with the planning department and road administration department in advance to make it comply with the requirements of environmental planning and new rural construction. It is necessary to fully consider factors such as the style, color, quantity, form, location, orientation, height and material of wall advertisements. We must also consider the regional pattern, regional functions, road characteristics, etc., and at the same time solve the problem of wall advertisements and buildings. The matching and integration must be designed along the topography of the area to ensure the continuity of its style, and at the same time find an appropriate balance point and the best entry point, and make changes in a unified and coordinated style, so that to achieve harmony.

(4) Advertising managers - strengthen the supervision and rectification of rural wall advertisements

Currently in rural areas, there is a lack of release of wall advertisements Constrained by laws and regulations, there are no strict approval and punishment procedures. The lack of effective supervision is a bottleneck restricting the development of wall advertising and the root cause of various problems. Therefore, in order for rural wall advertising to develop, relevant laws and regulations must be established and improved, and wall advertising must be included in a scientific and orderly supervision system.

The government is the regulatory agency for advertising. It has an inherent deterrent effect on illegal advertising and is a strong backing for consumers to protect their own interests.

Therefore, the role of the government must be fully utilized to ensure the orderly operation of the rural wall advertising market. Regarding the management of wall advertisements, the village committee should play its role, strictly control according to relevant regulations, and conduct unified supervision on the location, content, and form of wall advertisements in the village. The superior authorities should conduct regular supervision and inspections, and provide guiding opinions on the management of wall advertisements.

The most important thing is to resolutely ban low-grade wall advertisements that pollute the environment. Establish awareness of high-quality advertising, and change from extensive wall advertising to refined advertising, making wall advertising one of the highlights of beautifying the rural environment, consistent with the government's requirements for beautifying the environment. Wall advertisements are actively used to spread various public welfare themes, such as respecting the elderly, family harmony, caring for neighbors, obeying laws and regulations, etc., so that wall advertisements contribute to the construction of new rural areas in our country.

IV. Conclusion

Our country has a vast territory and large regional differences, especially in the vast rural areas. Not only do the natural environments vary widely, but the customs and customs also vary greatly. Each has its own characteristics, which brings a lot of inconvenience to advertising and media placement. With its unique media advantages, such as wide coverage, strong practicality, low cost, and flexible release, wall advertising has become an important means for enterprises to enter rural areas and has created many brands. The many problems that exist in reality cannot be ignored. Improving the living conditions of wall advertising cannot happen overnight. It requires the joint efforts of advertising practitioners, advertisers, governments and even people from all walks of life to create a good advertising environment. To enable it to gain greater vitality in the rural market.