Abstract:Outdoor advertisement is an important element of modern urban landscape design as well as the representative of business culture. Currently, outdoor advertising has influenced urban designing. The paper holds that landscape awareness should be taken into account in outdoor advertising, which falls into integrity awareness, personalization awareness and field awareness. With landscape awareness, designers should take advantage of all valuable resources, employ natural landscape properly and display the role of design in space.
Key words:outdoor advertising; landscape awareness; integrity; personalization; field experience
户外广告 ， 历经了数千年的发展和演变 ， 已成为现代城市景观不可分割的一部分 。对于户外广告设计的研究 ， 从专注其功能性、传播性到美学性、文化性 ， 直至发展为现今设计的多元化特性 ， 在这一过程中体现了对其认识的深入 ， 也为我们提供了多角度研究的可能 。在我国城市建设快速发展的今天 ， 种种现象表明 ， 户外广告所面临的也是亟待解决的是如何处理其与景观环境关系的问题 。

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