1 Introduction
Advertising logo - a symbol of urban prosperity, amazing and applause! In the daylight, she is not only a brand of various brands, but also a vane of urban economy and construction. She also helps people to determine their position in a strange city. In the night, she is full of brilliance, and she is attracted by magnets. The crowd, known as the crowning touch of the city's night scene, has attracted worldwide attention.
2. Status
2.1 Advertising logo is inseparable from light
In today's highly developed information society, with the continuous development of the market economy, outdoor advertising and logo as an important carrier of modern economic and social information and an important part of the city's image, its lighting field has increasingly attracted people's attention. According to statistics, more than 80% of people's information is obtained through visual inspection. Take the advertising media (LightasAdvertisingMedium) as an example. If there is no light, then advertising communication, product promotion, urban night beauty, people's nightlife, etc. can't be discussed. The effect of non-illuminated ads is only 50% of the effect of lighting ads.
2.2 Overview of the status quo survey
At present, how about the advertising logo and lighting conditions in China? According to the survey, since 1979, China's advertising industry has developed very rapidly. By the end of 1993, the number of advertising business units nationwide soared to 31,000, and the advertising business amounted to 13.4 billion yuan. In 1995, China’s advertising business units increased to 48,000, with 470,000 employees and a turnover of 27.3 billion. In 1996, the number of operating advertising units rose to 52,800, with a staff of 512,000 and an annual turnover of 36.6 billion yuan. By 2003, China’s advertising business exceeded 100 billion yuan, of which outdoor advertising was The largest increase in all advertising media (the growth rate is more than 2 digits per year), reaching 12.6 billion yuan, the number of units operating outdoor advertising reached 63,000, and the number of works reached 2.08 million (pieces). The development trend is very gratifying.
The above figures show that the rapid development of China's outdoor advertising and signage industry is unprecedented. So, what about the lighting status of outdoor advertising and logos? The author conducted detailed investigations on several areas where domestic and foreign advertisements and logos are concentrated, such as commercial streets, main roads or squares. The survey results are shown in Table 1. The first to the 9th of the table are the behaviors of the advertising signs in parts of Beijing. The data for Beijing consists of two parts, 2005 and 1999. The data from lines 10 to 28 in the table is the survey conducted by the author before 1999. A total of 28 areas were investigated, including 8 foreign countries and 20 domestic ones. From the survey results:
First, there are fewer and fewer advertising signs. The forms and types of outdoor advertising and logo lighting have increased significantly. The advertisements and logos without lighting have been reduced accordingly. Among them, the unlit advertising accounts for only 14% of the total number of advertisements, and the unlit landscapes account for about 37% of the total number of landmarks. There are fewer features without illumination, accounting for only 28% of the total number of features.
Second, neon advertising faces challenges. In the past 100 years, the phenomenon of more neon signs in commercial streets and fewer other lighting advertisements has changed quietly. Among the 28 regions listed in Table 1, neon advertisements accounted for only 26% of the total number of advertisements, 35% in 8 foreign regions, and 25.2% in 20 regions in China. However, the situation in different cities is different. For example, the neon signs in Nathan Road in Hong Kong are still the most, accounting for about 50% of the total number of advertisements; while the Shilin Night Market Street in Taipei has the least neon advertisements, accounting for only 25% of the total number of advertisements. The application of the US-resistant lamps, optical fibers, light pipes, blasting lamps, EL strips and LED light sources in advertising signs poses a challenge to neon advertising (see Table 2).
Third, the external projection lighting and light box advertising have increased significantly. The statistics of the 28 regions listed in Table 1 indicate that these two types of advertisements accounted for 43.2% of the total number of advertisements, making it a major player in current lighting advertising. The proportion of spotlight advertisements and lightbox advertisements used in 20 regions in China is even larger, reaching 47.2%, which is close to half of the total number of advertisements. Taipei Shilin Night Market Street even surpassed and reached 53.7%.
Among the 28 regions in Table 1, there were 193 outdoor lighting advertisements in 9 districts in Beijing in 1999, which increased to 544 in 2005, an increase of 1.8 times. In 1999, there were 749 lightbox advertisements. It increased to 1151 by 2005. In just a few years, the magnitude of the increase is so amazing. The changes in other advertisements are shown in Table 3.
Fourth, external light, self-illumination and internal light advertising have become the protagonists of advertising lighting. Table 1 shows that the number of landmarks for floodlighting and internal light-illuminating in 8 regions of foreign countries has reached 70% of the total, and in 20 regions of China, the proportion of such landmarks has reached 59.6%; In some regions, the proportion of functional indicators of retroreflective light is 34%, followed by the ratio of internal light-transmissive function standard to 23%, and once again, the functional standard ratio of light-emitting illumination is 20%; in China, the proportion of retroreflective light function standard For 48%, the internal light transmission function is marked at 12%, and the light-emitting illumination function is marked at 9.7%. Fifth, new media such as displays, fiber optics, light pipes, LED lights and invisible ads have emerged. The number of rare display ads, fiber-optic lights, invisible ads and hybrid lighting ads before 1980 has been increasing in the last 10 years. In the 28 regions listed in Table 1, the number of these advertisements also accounted for 10.8% of the total number of advertisements. In 8 foreign regions, these categories of advertising accounted for a larger proportion, reaching 19.3%. In 20 domestic regions, these categories of advertising accounted for 6.9%. 3. Development trend With the rapid development of science and technology and social economy, the advertising and labeling industry in the world is developing in the direction of high quality, fast, low energy consumption, electronic, information and transnational. Lighting is an indispensable part of advertising and logo. With the advancement of advertising and lighting technology, the development trend of outdoor advertising logo lighting will be the diversification of lighting methods, the artistic expression of performance, the scientific design, and the scale. The intelligence of large-scale, control and management, and the standardization of lighting. 3.1 Diversification of lighting methods and forms Due to advances in lighting technology and the inherent characteristics of outdoor advertising and signage media, such as the persistence of advertising effects, the variety of styling and the vastness of installation sites, etc., the types of outdoor advertising and logos Increasingly, such as storefront advertisements, roof advertisements, advertising towers, billboards, poles (light poles, utility poles, etc.) advertisements, dynamic stereoscopic advertisements, aerial advertisements, and various landscape signs and function logos. Therefore, the methods of advertising and signage lighting are also increasing, forming a trend of coexistence of various lighting methods such as neon lights, spotlights, light-transmitting light boxes, fiber-optic lighting, LED lighting, and invisible lighting.
3.1.1 Neon lighting advertising will have new developments.
Neon advertising has been around for nearly a hundred years. With the continuous advancement of neon technology, new varieties of neon lights are constantly appearing. It is expected that not only will it be replaced by other lighting, but also new developments for a long period of time to come. . It is predicted that in the next 20 to 30 years, discolored neon lights, fiber optic neon lights, rainbow light source neon lights, stepless neon lights and low-voltage electronic neon lights will come out one after another, which will be a powerful promotion for neon advertising lighting. In addition, the application range of neon lights, in addition to advertising, has a wide application prospect in the night lighting, art decoration and signal identification of buildings.
3.1.2 Continuous Advertise Projection (Flourescent) Lighting
Its development trend: First, the lighting system is constantly updated, and new lighting systems such as halogen halogen lamps, fluorescent lamps, color-developing modified mercury lamps and metal halide lamps are introduced; secondly, the advertising lighting technology is becoming more and more mature. Lighting design is more standardized; third, the illuminance or brightness standard of advertising floodlighting, energy consumption standards, uniformity of lighting, and the use of light sources, lamps and control equipment for gradual shaping and standardization.
3.1.3 A surge in lightbox advertising and logos
With its unique advantages, flexible light box advertising is favored in the field of advertising lighting, and the application prospect is very good. The reason is that the flexible light box and the metal light box, the film light box, the frosted glass light box, the diffuse transmission plexiglass light box and even the neon advertisement have the following outstanding advantages: (1) The fabric has good light transmission performance, and the visual effects are all viewed from different angles. Good; using thermal transfer technology, the various texts and color patterns drawn by the computer are transferred on the cloth surface, whether it is day or night, the visual effect is just as good; (2) the fabric is soft, high intensity, anti-UV aging And antistatic, long-term use without direct damage or weather influence. Such as the German Otto 4 type light box cloth, the guarantee period is 5 years, the service period is 10 to 15 years; (3) The winding method of the cloth makes the transportation safer, more economical and convenient, and is equipped with aluminum alloy or stainless steel box. frame. The utility model has the advantages of simple installation and good weather resistance, such as the Otto 4 type light box cloth, which can resist wind speed of 100km/h; (4) because the light box cloth is anti-microbial growth, anti-pollution and easy to clean, the maintenance and management are convenient. Cleaning the fabric, repairing and replacing the light source does not require disassembly of the fabric, just open the top or bottom cover of the light box.
3.1.4 Application of fiber optic lighting technology in advertising and identification
Since the 1980s, the world's advertising industry has begun to use optical fiber technology to produce advertisements. The optical fiber has the advantages of wide light transmission range, light weight, small volume, power saving, no electromagnetic field interference, and frequency bandwidth. The Coca-Cola fiber-optic lighting advertisement on Times Square in New York, USA, has clear, colorful and vivid images, and it can make the image change under the control of the computer, and the advertising effect is remarkable. Another example is the speed limit logo of Beijing Guomen Road fiber optic lighting, which is small in size, large in sight, and very eye-catching. Experts believe that the emergence of optical fiber advertising means that "stationary street sign advertising" will be gradually phased out, and outdoor advertising media will face tremendous changes.
3.1.5 Unique light pipe lighting advertising and logo
In the early 1990s, a technique for guiding light into an advertising or road signage light box with a light pipe appeared on the highways in Munich, France and Spain. This kind of advertisement and road sign picture is clear, colorful, and the maintenance is particularly convenient. It is not necessary to open the light box, and the maintenance personnel can open the light source cover of the light guide tube on the ground to repair or replace the light source.
3.1.6 large screen display advertising
In the 1980s, a large-screen display advertisement that was completely different from neon advertising appeared. This is a large-area matrix video display system that uses a single light-emitting device as a unit. This kind of system is used for advertising display, which not only has high brightness, large contrast, bright colors, but also can display dynamic pictures and texts like TV, and has a strong visual impact. The display varies with the use of light-emitting devices. There are many types of displays, such as light-emitting diode (LED) displays, cathode ray tubes (CRT), fluorescent discharge tubes (FDT), incandescent bulb displays, and liquid crystal displays. . The technical parameters of commonly used light-emitting devices are shown in Table 4. This kind of advertising media has been widely used in public places and traffic routes with dense crowds. In addition to advertising, it can also publish information to enrich people's cultural and entertainment life. It is a favorite advertising media for viewers. It has been promoted and applied in many cities in China and has received good results.
3.1.7 Wonderful invisible ads and logos
This is an advertisement or logo drawn using the PhosphorColor. It can't show patterns under natural light, and only when it is illuminated by ultraviolet light can it show its colorful, vivid images or logos. This is a special advertising medium, which has been applied in many places such as Shanghai Nanjing Road, Paris Champs Elysées and New York Times Square, and received magical advertising and decorative effects.
3.1.8 New hologram ads and logos
This is an advertising logo designed and manufactured by using hologram technology, and its graphic outline is clear, and the three-dimensional appearance of the screen is particularly strong. At present, although this technology has not been widely promoted and applied, its uniqueness has attracted the attention of the advertising industry and the lighting industry. 3.1.9 Promising Solar Advertising and Road Signs This is an advertisement and road sign formed by using amorphous silicon solar cells to convert solar energy into electrical energy, as a power source for landmark light-emitting devices, and to emit light. The countdown cards for the 2008 Olympic Games in front of the National Museum in the east of Tiananmen Square in Beijing, the signs for the Beijing Changan Street and the Second Ring Road isolation belt, the advertisements for the Tianjin Nankai Audio-visual Center and the navigation signs on the Pearl River in Guangdong, etc. A technology, not only the energy-saving effect is very significant, but also the visual effect of lighting is also good, and indicates that it will become the direction of future advertising lighting.
3.1.10 unique aerial advertising
The high-air ball advertisement launched in recent years is quite new. Installing an illumination source within the balloon can be used as an aerial advertising illumination. One type of lighting power supply uses a self-contained battery, and the other uses a special power cord to send electricity from the ground to the ball for use by the illumination source. In summary, in addition to the variety of advertising lighting, in the application process, with the installation location and requirements, the form and quantity of the lighting, the shape and color of the lighting equipment also show a diversified development trend.
3.2 The artistic and scientific lighting of advertising
Advertising art is the soul of advertising design. In the colorful advertising world, advertising as a media for visual information, not only to attract attention, to leave an unforgettable impression on consumers in an instant, but also through the designer's unique creativity, artistic ideas, strong color effects And the best lighting art design, let people get artistic infection and beauty enjoyment, and finally stimulate consumers' desire to buy or pursue.
The artistic design of advertising lighting requires more than just illuminating, but also beautiful, and artistically attractive. An art work with ingenious artistic design and fine processing, only through the scientific and artistic lighting design, the light source with good color rendering and the light with reasonable light distribution are used to determine the lighting scheme according to the optimal brightness level and brightness distribution. Thus artistically presenting the work to the audience. If the lighting uses light, improper color, or glare, the audience feels uncomfortable, even the excellent advertising works will lose their artistic style, and even become bizarre. Regarding the lighting art of neon advertising, the author has not elaborated on the monographs and a large number of papers. It is worth mentioning that the application of color-changing neon lights will have a profound impact on the art of neon lighting. Because a traditional neon lamp can only emit one color, if you want to change the color of the pattern or text on the neon sign, you have to use multiple neon tubes of different colors in front of the same pattern or text, overlapping and combining. The neon tubes are illuminated by the power control device to achieve the purpose of changing colors. The neon tube thus overlapped and assembled not only has complicated equipment installation, but also has many failure points, poor appearance, and strong pulsation when discolored. The same tube of color-changing neon can produce a variety of different colors, which is undoubtedly beneficial to the illumination of neon signs and logos, and is therefore very popular among users. After examining the color-changing neon signs and decorative lighting used in France, Britain, Hong Kong and Beijing, the author deeply feels that its unique artistic effect is wonderful and worthy of promotion and application. Large billboards are a common medium for public places and traffic, and their lighting is not simply illuminated by lights above or below the billboard. The illuminance and illuminance distribution of the card surface, the optical performance, color effect, installation position of the light source luminaire, the appearance and color of the lamp bracket are not only artistic but also scientific. For example, the International Commission on Illumination (CIE) has strict scientific regulations on the maximum brightness value of advertising signs, as shown in Table 5. For example, the American Outdoor Advertising Association has strict regulations on the size, illumination and illumination uniformity of outdoor billboards. The installation of light source, lamps and equipment is strictly regulated according to different advertising contents and locations. See Table 6 and Table 7 for details. For example, the lighting of the light box advertisement and the logo, in order to achieve the best artistic effect of the advertising screen, the brightness of the advertising screen is also standard (as shown in Table 8 and Table 9), and the light source fixture and installation in the light box are designed according to the brightness of the screen. the way. The brightness and uniformity of the light box screen are calculated by the following formula: Uniformity = brightness near the light source / brightness away from the light source portion. The uniformity is 1 and the uniformity is 2 is the tolerable maximum. For most advertising light boxes, the uniformity of 1.3 to 1.5 can produce satisfactory results. Due to the rapid increase in the number of outdoor lighting advertisements, the energy consumption of advertising lighting has attracted people's attention. California has also issued energy consumption standards for restricting advertising lighting in different lighting areas as shown in Table 10.
3.3 Large-scale advertising lighting scale
Taiwan's "Zhongshi Special Issue" has described store advertisements in Osaka, Japan, and their development trends, which are summarized into three major characteristics: large-scale, entertaining, and eye-catching. The first major feature is surprisingly large. Whether it is a Japanese-style lantern, a Western-style signboard or a doll, it must be bigger than what any city can see. It is represented by the signature “advertising†of the pufferfish (advertising). It is swaying in the air from the beginning to the end, and it is fascinating in the sky. It is impressive. The trend of large-scale, entertaining and eye-catching Japanese advertising signs is also quite representative internationally. The author associates with the "2000 countdown card" logo on the Eiffel Tower seen in Paris, the projection advertisement on the high-rise wall around the German square, and the advertising of the entire wall of a 12-story building in Chiba Prefecture, Japan. The floodlights on the exterior of the Panda Hotel (Yuelai Hotel), the neon signs on Nathan Road and the skyscrapers of Hong Kong Island, the Las Vegas Safari Hotel, Caesars Palace, Arthur Goddess, A large-scale lighting advertisement in front of the Circus Hotel, a large-screen display advertisement of hundreds of square meters on the southeast side of Shanghai People's Square, a large lobster advertisement on the wall of the Shunfeng restaurant on the west side of Beijing, and a giant flexible light box on Tiananmen Square in 1997. ... and so on, all of them are huge, and they are very eye-catching and leave a deep impression. The trend of large-scale advertising and advertising lighting is becoming more and more obvious.
3.4 Intelligent lighting control and management
The author mentioned in the article "The World of Shanghai Never Sleeping City", the Shanghai wireless remote control Bund and People's Square night lighting, and the US WHITECO outdoor advertising company using satellite positioning technology to remotely control thousands of high-altitude advertising light boxes and billboards in the United States. It can be seen from the above that with the development of computer network technology, the future development direction of advertising lighting control and management is intelligent. The so-called intelligent, is the use of computer network technology, wired or wireless control and management of advertising lighting. Its greatest strength is scientific, efficient and reliable. It can not only switch according to the user's requirements, but also can change the lighting rhythm of the dynamic lighting advertisement according to the set program, change the brightness and color of the light source in the light box, control the light box or three-sided turning, multi-sided turning billboard rotation time and speed. And angles and so on. Therefore, it is quite popular among users. For the intelligent control and management equipment and implementation methods, users can determine the equipment of three different grades of high, medium and low according to their own situation and financial resources. If the financial resources permit, you can use wireless remote control, or even wireless remote control method through satellite positioning; when financial resources are limited, you can use wired connection, or a combination of wired and wireless remote control. At present, most units in China use a compromise method combining wired and wireless remote control. In this method, a radar transmitter is set in the host. Install a half-loaded MCU thyristor switch in a single billboard or light box. Each set of ads can accommodate several to dozens of single ads. Each group is equipped with one radar receiver, receives the host command and translates it into a control signal, and then controls the illumination of the single advertisement by wire. This not only saves investment, but also solves the problems of wiring, trenching and embedding. Therefore, this is a more practical approach at present.
3.5 Standardization of advertising lighting
There are many types and forms of advertisements, and advertising lighting is also diverse. The author has investigated several cities abroad, and the local government has a unified overall plan and single plan for outdoor advertising and lighting. That is, for the cultural connotation, street function, regional environmental condition, historical background, etc. of different streets or regions, there is a unified plan for the form, content, size and location of advertisements. Therefore, the advertising logo is neat and uniform, and it is an important factor to beautify the city's cityscape. For example, public facilities such as street advertisements in New York City in the past have appeared disorderly and irregular due to lack of unified planning. Later, according to the requirements of standardization, diversification, art and electronicization proposed by Mayor Migliani, the lighting was unified and unified, and the results were remarkable. In addition, although there are many kinds of advertisements in Ginza, Tokyo, Japan, and Seoul Walking Street, South Korea, they are all set according to the plan. The landscape effect is quite good both day and night. Outdoor lighting advertisements (including window advertisements) in Wangfujing Street in Beijing, Nanjing Road in Shanghai, Hunan Road in Nanjing, Heping Road in Tianjin, and Renmin Road in Dalian are colorful and various in form, rectangular, round, and diamond-shaped. , flat, three-dimensional, cross-street bridge, column, really can be said to have everything. Because the unified planning is better, it makes people feel neat and orderly, so it has unique characteristics and becomes a night scene in the area. On the contrary, the lighting advertisements in some cities, despite the large number, are unfortunate because of the lack of unified planning and the rough products, which are so messy, causing serious visual disturbances and light pollution, which disturbs the streetscape. The standardization of advertising lighting products is the material guarantee for the standardization of advertising lighting, and also a major measure to ensure product quality. Therefore, this issue has also attracted more and more attention. For example, the German Advertising Association requires advertising lighting products and product manufacturers to strictly produce and manage according to ISO standards, and establish a relatively complete product quality assurance system, which has been recognized and highly evaluated by ISO.
4, the problem
Outdoor advertising logo lighting has developed rapidly and the situation is gratifying, but there are many problems and it is worrying. In the survey, the author found that the following six aspects need special attention.
4.1 Lighting lacks unified planning
Regarding the planning of outdoor advertising lighting, from the survey results of some domestic and foreign cities listed in Table 1, the advertising lighting in foreign cities basically has a master plan or a single plan, while in addition to individual cities or a few pedestrian streets, There is basically no unified planning for the density and height, shape and shape, color and brightness of advertisements. The outdoor advertisements are set in their own affairs and their respective conditions, so that the night view of urban advertisements is very disorderly, and the advertising lighting products are rough and poorly managed. The energy consumption is amazing, the visual interference and the light pollution are serious, and it becomes a very discordant note in the city night scene.
Therefore, drawing on the experience of internationally advertised lighting planning cities, such as the Champs Elysées in Paris, Times Square in New York, Tokyo Ginza, etc., or street advertising lighting planning, when planning urban lighting, Marking lighting as an important content or sub-item, unified planning, especially the overall control of advertising, density control, shape control, brightness and color control planning should be in place, and strictly in accordance with the plan to build and develop urban advertising lighting, become the current China's advertising and logo lighting needs to pay attention to and solve the primary problem. At present, Tsinghua University Planning and Design Institute is preparing the "Urban Lighting Planning Specification", including the advertising logo lighting planning as a sub-plan, which not only fills the blank of China's advertising logo lighting planning norms, but also for China. The continued healthy development of advertising logo lighting will have an important impact.
4.2 lighting design without standards can be
The international standard also attaches great importance to the standard of advertising lighting. At present, many foreign countries, such as the United States, Britain, Japan, Russia and Australia, have their own advertising lighting standards, especially the International Lighting Commission (CIE) in Technical Document No. 136 (City Lighting Guide) and Technical Document No. 150. The corresponding brightness standard is recommended for advertising lighting in the Guide to Limiting Outdoor Lighting Light Pollution. In order to set standards, many foreign institutions and scholars have conducted a large number of investigations and scientific experiments. For example, Dr. UdoFischer of Germany has conducted a large number of investigations and scientific experiments on lighting advertisements, especially dynamic advertisements (such as rotary and flap-type lighting advertisements). The surface brightness and glare have carried out in-depth analysis and research on human visual impact, and finally concluded that "the maximum brightness of the advertising surface is 500cd/m2 and the threshold increment TI is 10%", which provides for the development of advertising lighting standards. Important basis. There is no such standard in China at present, but only a few cities such as Shanghai, Tianjin and Chongqing have regulations in the local regulations for night lighting. Therefore, the development of outdoor lighting standards for urban outdoor lighting in China has become an important issue in the development of advertising lighting in China. It is reported that the Ministry of Construction is organizing the China Academy of Building Research and other units to compile the design standards for urban night lighting in China. One chapter of the standard is the design standard for advertising logo lighting. It is hoped that this standard will be launched soon to meet the development of advertising lighting. need.
4.3 advertising lighting special equipment variety is too small
According to the survey, there are currently too few special lamps for advertising lighting. For example, in recent years, a large number of lamps for floodlighting advertising have been built. In addition to the good lighting, almost no other special lamps are seen; The lamps can not be found at all; as for the new technology and equipment for advertising lighting, such as optical fiber, light guide tube, EL light strip, color changing neon light, invisible light color paint and high-altitude light ball, it is basically blank, almost all imported. In this way, the designer had to use other non-advertising lighting fixtures and equipment for advertising lighting. Due to the use of non-advertising lighting equipment for advertising lighting, the consequences not only make the lighting effect (illuminance or brightness level, lighting uniformity, etc.) often difficult to meet the requirements, but also waste energy, see the data shown in Table 11. In addition, the safety and IP rating of the lighting system, the appearance of the lights and the environmental landscape are inconsistent. Therefore, the development and level of advertising lighting is urgently needed to develop corresponding advertising lighting equipment.
4.4 Energy saving and light pollution of advertising lighting
When the author investigated, he asked relevant people about the design of advertising lighting. The answer was often only creative design, no lighting design, and often the electrician could finish the light with the experience. Therefore, many advertisements with lighting are not too bright or too dark, the brightness of the advertising surface is unevenly distributed, the spot is obvious, and the lighting color matching effect often appears to be out of line with the creative idea of ​​advertising. For example, the brightness of the floodlighting advertisements of the suburban airport roads with dark backgrounds is several times higher than the standard, and thousands of candelas per square meter; in addition, the lighting and light distribution directions of the lamps are improperly designed, resulting in a large amount of spilled light or glare. . This pollutes the environment and wastes a lot of power. Take urban outdoor floodlighting advertising as an example, especially the floodlighting advertising advertisements on the roof and construction site enclosures. Due to the lack of planning control, the speed has increased exponentially or even several times in recent years. For example, the investment lighting advertising of Beijing Third Ring Road between 1999 and 2005 increased from 103 groups to 252 groups. The number of lamps used in 400W metal halide lamps reached 16,730, and the total power consumption was 6772 kW, which became the cost of the third ring. The ability to large households far exceeds the nightscape lighting power of urban buildings in the area. This cannot but be thought-provoking and worrying.
Advertising lighting and urban night lighting often appear to disturb people, and the number is increasing. For example, on July 5, 2005, the 12th edition of the Beijing Letter reported that “the lights of the billboards were directly in the homes of the residents at night, disturbing the residents’ rest.†According to the relevant person in charge of the Beijing Environmental Protection Bureau, the “light pollution†situation in Beijing is relatively serious. They can receive dozens of related complaints every year (for details, please refer to the article “City Light Pollution Cannot Be Governed†in the “Newsletter†on July 5, 2005). These problems and phenomena can be completely avoided if the advertising lighting is carefully designed as planned.
4.5 The advertising lighting management system is not perfect.
The article "The Review of the First Outdoor Advertising Forum in 2004" stated that the problem of disorderly, disorderly, segmented and multi-headed management of outdoor advertising in China also exists in the management of advertising lighting. For example, the "Advertising Law" implemented on February 1, 1995, the "Beijing Outdoor Advertising Setting Management Measures" implemented on October 1, 2004, and some local regulations on advertising, the design and construction of advertising settings and construction. As well as the management after the completion, there are clear provisions, but in fact, there are often laws that do not comply, and some regulations are not implemented. One of the reasons is that the management system is not perfect. Another example is the separation of design, construction and management, the mechanism is imperfect, the design is unmanned, the construction does not pay attention to the design, the scientific and artistic quality of the advertising lighting and the reliability of the engineering quality and the convenience of maintenance are considered very little, resulting in advertising lighting. The project left many hidden dangers; if maintenance management and guarantee mechanisms are not in place, and the impact of heavy construction and light management tends, there are often “unchanged lights†and lights that are unattended in advertising lighting facilities, free to turn on and off, and bright in daylight. Broken "uneye" lights and the destruction of lighting equipment have occurred. This not only affects the image of advertising lighting, but also the development and level of advertising lighting is also very unfavorable. 4.6 The understanding of advertising lighting needs to be improved In recent years, the advertising department has begun to notice the lighting problem of advertising, and the awareness has also improved, but overall it is still not enough. From the above analysis of the problems of planning, standards, design, equipment, energy waste and management, the root cause is that the understanding of the meaning and role of advertising lighting is not enough. Therefore, only relevant leaders, outdoor advertisers, owners and relevant technical personnel, special lighting workers unify their thinking, raise awareness of the importance of advertising lighting, clear responsibilities, everyone pays attention to advertising lighting, and take practical measures to solve Well, there are some problems that make outdoor advertising shine in the night, and it is like a huge magnet attracting many people and becoming the crowning touch of the night scene of the whole city.
5, the conclusion
In summary, with the rise and rapid development of the advertising and signage industry in China, outdoor advertising and logo lighting have begun to attract the attention of leaders, managers and engineers in the social and advertising industry, especially those in the lighting industry. Although this is only the beginning, it will have a significant impact on the development of advertising logo lighting.
references
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Advertising logo - a symbol of urban prosperity, amazing and applause! In the daylight, she is not only a brand of various brands, but also a vane of urban economy and construction. She also helps people to determine their position in a strange city. In the night, she is full of brilliance, and she is attracted by magnets. The crowd, known as the crowning touch of the city's night scene, has attracted worldwide attention.
2. Status
2.1 Advertising logo is inseparable from light
In today's highly developed information society, with the continuous development of the market economy, outdoor advertising and logo as an important carrier of modern economic and social information and an important part of the city's image, its lighting field has increasingly attracted people's attention. According to statistics, more than 80% of people's information is obtained through visual inspection. Take the advertising media (LightasAdvertisingMedium) as an example. If there is no light, then advertising communication, product promotion, urban night beauty, people's nightlife, etc. can't be discussed. The effect of non-illuminated ads is only 50% of the effect of lighting ads.
2.2 Overview of the status quo survey
At present, how about the advertising logo and lighting conditions in China? According to the survey, since 1979, China's advertising industry has developed very rapidly. By the end of 1993, the number of advertising business units nationwide soared to 31,000, and the advertising business amounted to 13.4 billion yuan. In 1995, China’s advertising business units increased to 48,000, with 470,000 employees and a turnover of 27.3 billion. In 1996, the number of operating advertising units rose to 52,800, with a staff of 512,000 and an annual turnover of 36.6 billion yuan. By 2003, China’s advertising business exceeded 100 billion yuan, of which outdoor advertising was The largest increase in all advertising media (the growth rate is more than 2 digits per year), reaching 12.6 billion yuan, the number of units operating outdoor advertising reached 63,000, and the number of works reached 2.08 million (pieces). The development trend is very gratifying.
The above figures show that the rapid development of China's outdoor advertising and signage industry is unprecedented. So, what about the lighting status of outdoor advertising and logos? The author conducted detailed investigations on several areas where domestic and foreign advertisements and logos are concentrated, such as commercial streets, main roads or squares. The survey results are shown in Table 1. The first to the 9th of the table are the behaviors of the advertising signs in parts of Beijing. The data for Beijing consists of two parts, 2005 and 1999. The data from lines 10 to 28 in the table is the survey conducted by the author before 1999. A total of 28 areas were investigated, including 8 foreign countries and 20 domestic ones. From the survey results:
First, there are fewer and fewer advertising signs. The forms and types of outdoor advertising and logo lighting have increased significantly. The advertisements and logos without lighting have been reduced accordingly. Among them, the unlit advertising accounts for only 14% of the total number of advertisements, and the unlit landscapes account for about 37% of the total number of landmarks. There are fewer features without illumination, accounting for only 28% of the total number of features.
Second, neon advertising faces challenges. In the past 100 years, the phenomenon of more neon signs in commercial streets and fewer other lighting advertisements has changed quietly. Among the 28 regions listed in Table 1, neon advertisements accounted for only 26% of the total number of advertisements, 35% in 8 foreign regions, and 25.2% in 20 regions in China. However, the situation in different cities is different. For example, the neon signs in Nathan Road in Hong Kong are still the most, accounting for about 50% of the total number of advertisements; while the Shilin Night Market Street in Taipei has the least neon advertisements, accounting for only 25% of the total number of advertisements. The application of the US-resistant lamps, optical fibers, light pipes, blasting lamps, EL strips and LED light sources in advertising signs poses a challenge to neon advertising (see Table 2).
Third, the external projection lighting and light box advertising have increased significantly. The statistics of the 28 regions listed in Table 1 indicate that these two types of advertisements accounted for 43.2% of the total number of advertisements, making it a major player in current lighting advertising. The proportion of spotlight advertisements and lightbox advertisements used in 20 regions in China is even larger, reaching 47.2%, which is close to half of the total number of advertisements. Taipei Shilin Night Market Street even surpassed and reached 53.7%.
Among the 28 regions in Table 1, there were 193 outdoor lighting advertisements in 9 districts in Beijing in 1999, which increased to 544 in 2005, an increase of 1.8 times. In 1999, there were 749 lightbox advertisements. It increased to 1151 by 2005. In just a few years, the magnitude of the increase is so amazing. The changes in other advertisements are shown in Table 3.
Fourth, external light, self-illumination and internal light advertising have become the protagonists of advertising lighting. Table 1 shows that the number of landmarks for floodlighting and internal light-illuminating in 8 regions of foreign countries has reached 70% of the total, and in 20 regions of China, the proportion of such landmarks has reached 59.6%; In some regions, the proportion of functional indicators of retroreflective light is 34%, followed by the ratio of internal light-transmissive function standard to 23%, and once again, the functional standard ratio of light-emitting illumination is 20%; in China, the proportion of retroreflective light function standard For 48%, the internal light transmission function is marked at 12%, and the light-emitting illumination function is marked at 9.7%. Fifth, new media such as displays, fiber optics, light pipes, LED lights and invisible ads have emerged. The number of rare display ads, fiber-optic lights, invisible ads and hybrid lighting ads before 1980 has been increasing in the last 10 years. In the 28 regions listed in Table 1, the number of these advertisements also accounted for 10.8% of the total number of advertisements. In 8 foreign regions, these categories of advertising accounted for a larger proportion, reaching 19.3%. In 20 domestic regions, these categories of advertising accounted for 6.9%. 3. Development trend With the rapid development of science and technology and social economy, the advertising and labeling industry in the world is developing in the direction of high quality, fast, low energy consumption, electronic, information and transnational. Lighting is an indispensable part of advertising and logo. With the advancement of advertising and lighting technology, the development trend of outdoor advertising logo lighting will be the diversification of lighting methods, the artistic expression of performance, the scientific design, and the scale. The intelligence of large-scale, control and management, and the standardization of lighting. 3.1 Diversification of lighting methods and forms Due to advances in lighting technology and the inherent characteristics of outdoor advertising and signage media, such as the persistence of advertising effects, the variety of styling and the vastness of installation sites, etc., the types of outdoor advertising and logos Increasingly, such as storefront advertisements, roof advertisements, advertising towers, billboards, poles (light poles, utility poles, etc.) advertisements, dynamic stereoscopic advertisements, aerial advertisements, and various landscape signs and function logos. Therefore, the methods of advertising and signage lighting are also increasing, forming a trend of coexistence of various lighting methods such as neon lights, spotlights, light-transmitting light boxes, fiber-optic lighting, LED lighting, and invisible lighting.
3.1.1 Neon lighting advertising will have new developments.
Neon advertising has been around for nearly a hundred years. With the continuous advancement of neon technology, new varieties of neon lights are constantly appearing. It is expected that not only will it be replaced by other lighting, but also new developments for a long period of time to come. . It is predicted that in the next 20 to 30 years, discolored neon lights, fiber optic neon lights, rainbow light source neon lights, stepless neon lights and low-voltage electronic neon lights will come out one after another, which will be a powerful promotion for neon advertising lighting. In addition, the application range of neon lights, in addition to advertising, has a wide application prospect in the night lighting, art decoration and signal identification of buildings.
3.1.2 Continuous Advertise Projection (Flourescent) Lighting
Its development trend: First, the lighting system is constantly updated, and new lighting systems such as halogen halogen lamps, fluorescent lamps, color-developing modified mercury lamps and metal halide lamps are introduced; secondly, the advertising lighting technology is becoming more and more mature. Lighting design is more standardized; third, the illuminance or brightness standard of advertising floodlighting, energy consumption standards, uniformity of lighting, and the use of light sources, lamps and control equipment for gradual shaping and standardization.
3.1.3 A surge in lightbox advertising and logos
With its unique advantages, flexible light box advertising is favored in the field of advertising lighting, and the application prospect is very good. The reason is that the flexible light box and the metal light box, the film light box, the frosted glass light box, the diffuse transmission plexiglass light box and even the neon advertisement have the following outstanding advantages: (1) The fabric has good light transmission performance, and the visual effects are all viewed from different angles. Good; using thermal transfer technology, the various texts and color patterns drawn by the computer are transferred on the cloth surface, whether it is day or night, the visual effect is just as good; (2) the fabric is soft, high intensity, anti-UV aging And antistatic, long-term use without direct damage or weather influence. Such as the German Otto 4 type light box cloth, the guarantee period is 5 years, the service period is 10 to 15 years; (3) The winding method of the cloth makes the transportation safer, more economical and convenient, and is equipped with aluminum alloy or stainless steel box. frame. The utility model has the advantages of simple installation and good weather resistance, such as the Otto 4 type light box cloth, which can resist wind speed of 100km/h; (4) because the light box cloth is anti-microbial growth, anti-pollution and easy to clean, the maintenance and management are convenient. Cleaning the fabric, repairing and replacing the light source does not require disassembly of the fabric, just open the top or bottom cover of the light box.
3.1.4 Application of fiber optic lighting technology in advertising and identification
Since the 1980s, the world's advertising industry has begun to use optical fiber technology to produce advertisements. The optical fiber has the advantages of wide light transmission range, light weight, small volume, power saving, no electromagnetic field interference, and frequency bandwidth. The Coca-Cola fiber-optic lighting advertisement on Times Square in New York, USA, has clear, colorful and vivid images, and it can make the image change under the control of the computer, and the advertising effect is remarkable. Another example is the speed limit logo of Beijing Guomen Road fiber optic lighting, which is small in size, large in sight, and very eye-catching. Experts believe that the emergence of optical fiber advertising means that "stationary street sign advertising" will be gradually phased out, and outdoor advertising media will face tremendous changes.
3.1.5 Unique light pipe lighting advertising and logo
In the early 1990s, a technique for guiding light into an advertising or road signage light box with a light pipe appeared on the highways in Munich, France and Spain. This kind of advertisement and road sign picture is clear, colorful, and the maintenance is particularly convenient. It is not necessary to open the light box, and the maintenance personnel can open the light source cover of the light guide tube on the ground to repair or replace the light source.
3.1.6 large screen display advertising
In the 1980s, a large-screen display advertisement that was completely different from neon advertising appeared. This is a large-area matrix video display system that uses a single light-emitting device as a unit. This kind of system is used for advertising display, which not only has high brightness, large contrast, bright colors, but also can display dynamic pictures and texts like TV, and has a strong visual impact. The display varies with the use of light-emitting devices. There are many types of displays, such as light-emitting diode (LED) displays, cathode ray tubes (CRT), fluorescent discharge tubes (FDT), incandescent bulb displays, and liquid crystal displays. . The technical parameters of commonly used light-emitting devices are shown in Table 4. This kind of advertising media has been widely used in public places and traffic routes with dense crowds. In addition to advertising, it can also publish information to enrich people's cultural and entertainment life. It is a favorite advertising media for viewers. It has been promoted and applied in many cities in China and has received good results.
3.1.7 Wonderful invisible ads and logos
This is an advertisement or logo drawn using the PhosphorColor. It can't show patterns under natural light, and only when it is illuminated by ultraviolet light can it show its colorful, vivid images or logos. This is a special advertising medium, which has been applied in many places such as Shanghai Nanjing Road, Paris Champs Elysées and New York Times Square, and received magical advertising and decorative effects.
3.1.8 New hologram ads and logos
This is an advertising logo designed and manufactured by using hologram technology, and its graphic outline is clear, and the three-dimensional appearance of the screen is particularly strong. At present, although this technology has not been widely promoted and applied, its uniqueness has attracted the attention of the advertising industry and the lighting industry. 3.1.9 Promising Solar Advertising and Road Signs This is an advertisement and road sign formed by using amorphous silicon solar cells to convert solar energy into electrical energy, as a power source for landmark light-emitting devices, and to emit light. The countdown cards for the 2008 Olympic Games in front of the National Museum in the east of Tiananmen Square in Beijing, the signs for the Beijing Changan Street and the Second Ring Road isolation belt, the advertisements for the Tianjin Nankai Audio-visual Center and the navigation signs on the Pearl River in Guangdong, etc. A technology, not only the energy-saving effect is very significant, but also the visual effect of lighting is also good, and indicates that it will become the direction of future advertising lighting.
3.1.10 unique aerial advertising
The high-air ball advertisement launched in recent years is quite new. Installing an illumination source within the balloon can be used as an aerial advertising illumination. One type of lighting power supply uses a self-contained battery, and the other uses a special power cord to send electricity from the ground to the ball for use by the illumination source. In summary, in addition to the variety of advertising lighting, in the application process, with the installation location and requirements, the form and quantity of the lighting, the shape and color of the lighting equipment also show a diversified development trend.
3.2 The artistic and scientific lighting of advertising
Advertising art is the soul of advertising design. In the colorful advertising world, advertising as a media for visual information, not only to attract attention, to leave an unforgettable impression on consumers in an instant, but also through the designer's unique creativity, artistic ideas, strong color effects And the best lighting art design, let people get artistic infection and beauty enjoyment, and finally stimulate consumers' desire to buy or pursue.
The artistic design of advertising lighting requires more than just illuminating, but also beautiful, and artistically attractive. An art work with ingenious artistic design and fine processing, only through the scientific and artistic lighting design, the light source with good color rendering and the light with reasonable light distribution are used to determine the lighting scheme according to the optimal brightness level and brightness distribution. Thus artistically presenting the work to the audience. If the lighting uses light, improper color, or glare, the audience feels uncomfortable, even the excellent advertising works will lose their artistic style, and even become bizarre. Regarding the lighting art of neon advertising, the author has not elaborated on the monographs and a large number of papers. It is worth mentioning that the application of color-changing neon lights will have a profound impact on the art of neon lighting. Because a traditional neon lamp can only emit one color, if you want to change the color of the pattern or text on the neon sign, you have to use multiple neon tubes of different colors in front of the same pattern or text, overlapping and combining. The neon tubes are illuminated by the power control device to achieve the purpose of changing colors. The neon tube thus overlapped and assembled not only has complicated equipment installation, but also has many failure points, poor appearance, and strong pulsation when discolored. The same tube of color-changing neon can produce a variety of different colors, which is undoubtedly beneficial to the illumination of neon signs and logos, and is therefore very popular among users. After examining the color-changing neon signs and decorative lighting used in France, Britain, Hong Kong and Beijing, the author deeply feels that its unique artistic effect is wonderful and worthy of promotion and application. Large billboards are a common medium for public places and traffic, and their lighting is not simply illuminated by lights above or below the billboard. The illuminance and illuminance distribution of the card surface, the optical performance, color effect, installation position of the light source luminaire, the appearance and color of the lamp bracket are not only artistic but also scientific. For example, the International Commission on Illumination (CIE) has strict scientific regulations on the maximum brightness value of advertising signs, as shown in Table 5. For example, the American Outdoor Advertising Association has strict regulations on the size, illumination and illumination uniformity of outdoor billboards. The installation of light source, lamps and equipment is strictly regulated according to different advertising contents and locations. See Table 6 and Table 7 for details. For example, the lighting of the light box advertisement and the logo, in order to achieve the best artistic effect of the advertising screen, the brightness of the advertising screen is also standard (as shown in Table 8 and Table 9), and the light source fixture and installation in the light box are designed according to the brightness of the screen. the way. The brightness and uniformity of the light box screen are calculated by the following formula: Uniformity = brightness near the light source / brightness away from the light source portion. The uniformity is 1 and the uniformity is 2 is the tolerable maximum. For most advertising light boxes, the uniformity of 1.3 to 1.5 can produce satisfactory results. Due to the rapid increase in the number of outdoor lighting advertisements, the energy consumption of advertising lighting has attracted people's attention. California has also issued energy consumption standards for restricting advertising lighting in different lighting areas as shown in Table 10.
3.3 Large-scale advertising lighting scale
Taiwan's "Zhongshi Special Issue" has described store advertisements in Osaka, Japan, and their development trends, which are summarized into three major characteristics: large-scale, entertaining, and eye-catching. The first major feature is surprisingly large. Whether it is a Japanese-style lantern, a Western-style signboard or a doll, it must be bigger than what any city can see. It is represented by the signature “advertising†of the pufferfish (advertising). It is swaying in the air from the beginning to the end, and it is fascinating in the sky. It is impressive. The trend of large-scale, entertaining and eye-catching Japanese advertising signs is also quite representative internationally. The author associates with the "2000 countdown card" logo on the Eiffel Tower seen in Paris, the projection advertisement on the high-rise wall around the German square, and the advertising of the entire wall of a 12-story building in Chiba Prefecture, Japan. The floodlights on the exterior of the Panda Hotel (Yuelai Hotel), the neon signs on Nathan Road and the skyscrapers of Hong Kong Island, the Las Vegas Safari Hotel, Caesars Palace, Arthur Goddess, A large-scale lighting advertisement in front of the Circus Hotel, a large-screen display advertisement of hundreds of square meters on the southeast side of Shanghai People's Square, a large lobster advertisement on the wall of the Shunfeng restaurant on the west side of Beijing, and a giant flexible light box on Tiananmen Square in 1997. ... and so on, all of them are huge, and they are very eye-catching and leave a deep impression. The trend of large-scale advertising and advertising lighting is becoming more and more obvious.
3.4 Intelligent lighting control and management
The author mentioned in the article "The World of Shanghai Never Sleeping City", the Shanghai wireless remote control Bund and People's Square night lighting, and the US WHITECO outdoor advertising company using satellite positioning technology to remotely control thousands of high-altitude advertising light boxes and billboards in the United States. It can be seen from the above that with the development of computer network technology, the future development direction of advertising lighting control and management is intelligent. The so-called intelligent, is the use of computer network technology, wired or wireless control and management of advertising lighting. Its greatest strength is scientific, efficient and reliable. It can not only switch according to the user's requirements, but also can change the lighting rhythm of the dynamic lighting advertisement according to the set program, change the brightness and color of the light source in the light box, control the light box or three-sided turning, multi-sided turning billboard rotation time and speed. And angles and so on. Therefore, it is quite popular among users. For the intelligent control and management equipment and implementation methods, users can determine the equipment of three different grades of high, medium and low according to their own situation and financial resources. If the financial resources permit, you can use wireless remote control, or even wireless remote control method through satellite positioning; when financial resources are limited, you can use wired connection, or a combination of wired and wireless remote control. At present, most units in China use a compromise method combining wired and wireless remote control. In this method, a radar transmitter is set in the host. Install a half-loaded MCU thyristor switch in a single billboard or light box. Each set of ads can accommodate several to dozens of single ads. Each group is equipped with one radar receiver, receives the host command and translates it into a control signal, and then controls the illumination of the single advertisement by wire. This not only saves investment, but also solves the problems of wiring, trenching and embedding. Therefore, this is a more practical approach at present.
3.5 Standardization of advertising lighting
There are many types and forms of advertisements, and advertising lighting is also diverse. The author has investigated several cities abroad, and the local government has a unified overall plan and single plan for outdoor advertising and lighting. That is, for the cultural connotation, street function, regional environmental condition, historical background, etc. of different streets or regions, there is a unified plan for the form, content, size and location of advertisements. Therefore, the advertising logo is neat and uniform, and it is an important factor to beautify the city's cityscape. For example, public facilities such as street advertisements in New York City in the past have appeared disorderly and irregular due to lack of unified planning. Later, according to the requirements of standardization, diversification, art and electronicization proposed by Mayor Migliani, the lighting was unified and unified, and the results were remarkable. In addition, although there are many kinds of advertisements in Ginza, Tokyo, Japan, and Seoul Walking Street, South Korea, they are all set according to the plan. The landscape effect is quite good both day and night. Outdoor lighting advertisements (including window advertisements) in Wangfujing Street in Beijing, Nanjing Road in Shanghai, Hunan Road in Nanjing, Heping Road in Tianjin, and Renmin Road in Dalian are colorful and various in form, rectangular, round, and diamond-shaped. , flat, three-dimensional, cross-street bridge, column, really can be said to have everything. Because the unified planning is better, it makes people feel neat and orderly, so it has unique characteristics and becomes a night scene in the area. On the contrary, the lighting advertisements in some cities, despite the large number, are unfortunate because of the lack of unified planning and the rough products, which are so messy, causing serious visual disturbances and light pollution, which disturbs the streetscape. The standardization of advertising lighting products is the material guarantee for the standardization of advertising lighting, and also a major measure to ensure product quality. Therefore, this issue has also attracted more and more attention. For example, the German Advertising Association requires advertising lighting products and product manufacturers to strictly produce and manage according to ISO standards, and establish a relatively complete product quality assurance system, which has been recognized and highly evaluated by ISO.
4, the problem
Outdoor advertising logo lighting has developed rapidly and the situation is gratifying, but there are many problems and it is worrying. In the survey, the author found that the following six aspects need special attention.
4.1 Lighting lacks unified planning
Regarding the planning of outdoor advertising lighting, from the survey results of some domestic and foreign cities listed in Table 1, the advertising lighting in foreign cities basically has a master plan or a single plan, while in addition to individual cities or a few pedestrian streets, There is basically no unified planning for the density and height, shape and shape, color and brightness of advertisements. The outdoor advertisements are set in their own affairs and their respective conditions, so that the night view of urban advertisements is very disorderly, and the advertising lighting products are rough and poorly managed. The energy consumption is amazing, the visual interference and the light pollution are serious, and it becomes a very discordant note in the city night scene.
Therefore, drawing on the experience of internationally advertised lighting planning cities, such as the Champs Elysées in Paris, Times Square in New York, Tokyo Ginza, etc., or street advertising lighting planning, when planning urban lighting, Marking lighting as an important content or sub-item, unified planning, especially the overall control of advertising, density control, shape control, brightness and color control planning should be in place, and strictly in accordance with the plan to build and develop urban advertising lighting, become the current China's advertising and logo lighting needs to pay attention to and solve the primary problem. At present, Tsinghua University Planning and Design Institute is preparing the "Urban Lighting Planning Specification", including the advertising logo lighting planning as a sub-plan, which not only fills the blank of China's advertising logo lighting planning norms, but also for China. The continued healthy development of advertising logo lighting will have an important impact.
4.2 lighting design without standards can be
The international standard also attaches great importance to the standard of advertising lighting. At present, many foreign countries, such as the United States, Britain, Japan, Russia and Australia, have their own advertising lighting standards, especially the International Lighting Commission (CIE) in Technical Document No. 136 (City Lighting Guide) and Technical Document No. 150. The corresponding brightness standard is recommended for advertising lighting in the Guide to Limiting Outdoor Lighting Light Pollution. In order to set standards, many foreign institutions and scholars have conducted a large number of investigations and scientific experiments. For example, Dr. UdoFischer of Germany has conducted a large number of investigations and scientific experiments on lighting advertisements, especially dynamic advertisements (such as rotary and flap-type lighting advertisements). The surface brightness and glare have carried out in-depth analysis and research on human visual impact, and finally concluded that "the maximum brightness of the advertising surface is 500cd/m2 and the threshold increment TI is 10%", which provides for the development of advertising lighting standards. Important basis. There is no such standard in China at present, but only a few cities such as Shanghai, Tianjin and Chongqing have regulations in the local regulations for night lighting. Therefore, the development of outdoor lighting standards for urban outdoor lighting in China has become an important issue in the development of advertising lighting in China. It is reported that the Ministry of Construction is organizing the China Academy of Building Research and other units to compile the design standards for urban night lighting in China. One chapter of the standard is the design standard for advertising logo lighting. It is hoped that this standard will be launched soon to meet the development of advertising lighting. need.
4.3 advertising lighting special equipment variety is too small
According to the survey, there are currently too few special lamps for advertising lighting. For example, in recent years, a large number of lamps for floodlighting advertising have been built. In addition to the good lighting, almost no other special lamps are seen; The lamps can not be found at all; as for the new technology and equipment for advertising lighting, such as optical fiber, light guide tube, EL light strip, color changing neon light, invisible light color paint and high-altitude light ball, it is basically blank, almost all imported. In this way, the designer had to use other non-advertising lighting fixtures and equipment for advertising lighting. Due to the use of non-advertising lighting equipment for advertising lighting, the consequences not only make the lighting effect (illuminance or brightness level, lighting uniformity, etc.) often difficult to meet the requirements, but also waste energy, see the data shown in Table 11. In addition, the safety and IP rating of the lighting system, the appearance of the lights and the environmental landscape are inconsistent. Therefore, the development and level of advertising lighting is urgently needed to develop corresponding advertising lighting equipment.
4.4 Energy saving and light pollution of advertising lighting
When the author investigated, he asked relevant people about the design of advertising lighting. The answer was often only creative design, no lighting design, and often the electrician could finish the light with the experience. Therefore, many advertisements with lighting are not too bright or too dark, the brightness of the advertising surface is unevenly distributed, the spot is obvious, and the lighting color matching effect often appears to be out of line with the creative idea of ​​advertising. For example, the brightness of the floodlighting advertisements of the suburban airport roads with dark backgrounds is several times higher than the standard, and thousands of candelas per square meter; in addition, the lighting and light distribution directions of the lamps are improperly designed, resulting in a large amount of spilled light or glare. . This pollutes the environment and wastes a lot of power. Take urban outdoor floodlighting advertising as an example, especially the floodlighting advertising advertisements on the roof and construction site enclosures. Due to the lack of planning control, the speed has increased exponentially or even several times in recent years. For example, the investment lighting advertising of Beijing Third Ring Road between 1999 and 2005 increased from 103 groups to 252 groups. The number of lamps used in 400W metal halide lamps reached 16,730, and the total power consumption was 6772 kW, which became the cost of the third ring. The ability to large households far exceeds the nightscape lighting power of urban buildings in the area. This cannot but be thought-provoking and worrying.
Advertising lighting and urban night lighting often appear to disturb people, and the number is increasing. For example, on July 5, 2005, the 12th edition of the Beijing Letter reported that “the lights of the billboards were directly in the homes of the residents at night, disturbing the residents’ rest.†According to the relevant person in charge of the Beijing Environmental Protection Bureau, the “light pollution†situation in Beijing is relatively serious. They can receive dozens of related complaints every year (for details, please refer to the article “City Light Pollution Cannot Be Governed†in the “Newsletter†on July 5, 2005). These problems and phenomena can be completely avoided if the advertising lighting is carefully designed as planned.
4.5 The advertising lighting management system is not perfect.
The article "The Review of the First Outdoor Advertising Forum in 2004" stated that the problem of disorderly, disorderly, segmented and multi-headed management of outdoor advertising in China also exists in the management of advertising lighting. For example, the "Advertising Law" implemented on February 1, 1995, the "Beijing Outdoor Advertising Setting Management Measures" implemented on October 1, 2004, and some local regulations on advertising, the design and construction of advertising settings and construction. As well as the management after the completion, there are clear provisions, but in fact, there are often laws that do not comply, and some regulations are not implemented. One of the reasons is that the management system is not perfect. Another example is the separation of design, construction and management, the mechanism is imperfect, the design is unmanned, the construction does not pay attention to the design, the scientific and artistic quality of the advertising lighting and the reliability of the engineering quality and the convenience of maintenance are considered very little, resulting in advertising lighting. The project left many hidden dangers; if maintenance management and guarantee mechanisms are not in place, and the impact of heavy construction and light management tends, there are often “unchanged lights†and lights that are unattended in advertising lighting facilities, free to turn on and off, and bright in daylight. Broken "uneye" lights and the destruction of lighting equipment have occurred. This not only affects the image of advertising lighting, but also the development and level of advertising lighting is also very unfavorable. 4.6 The understanding of advertising lighting needs to be improved In recent years, the advertising department has begun to notice the lighting problem of advertising, and the awareness has also improved, but overall it is still not enough. From the above analysis of the problems of planning, standards, design, equipment, energy waste and management, the root cause is that the understanding of the meaning and role of advertising lighting is not enough. Therefore, only relevant leaders, outdoor advertisers, owners and relevant technical personnel, special lighting workers unify their thinking, raise awareness of the importance of advertising lighting, clear responsibilities, everyone pays attention to advertising lighting, and take practical measures to solve Well, there are some problems that make outdoor advertising shine in the night, and it is like a huge magnet attracting many people and becoming the crowning touch of the night scene of the whole city.
5, the conclusion
In summary, with the rise and rapid development of the advertising and signage industry in China, outdoor advertising and logo lighting have begun to attract the attention of leaders, managers and engineers in the social and advertising industry, especially those in the lighting industry. Although this is only the beginning, it will have a significant impact on the development of advertising logo lighting.
references
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7 Japanese Lighting Society, "Lighting ãƒãƒ³ãƒ‰ãƒ–ツク" 2nd edition. Ohmsha2003 8IESNA, LightingHandbook, 2000, NinthEdition
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