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上海是中国户外广告业的发祥地,也是全国广告经营中心之一。作为中国最著名的工商业城市,户外广告与城市工商业活动与生俱来,早在上世纪二三十年代,霓虹灯广告已经成为“夜上海”的鲜明标志。改革开放后,我国的户外广告逐渐恢复,上海广告业得到了快速发展,回顾三十多年户外广告发展的历程,走过了三个阶段。第一阶段,1979年到1989年,是上海户外广告恢复发展时期。第二阶段,从1990年到1999年,这一阶段是快速发展阶段。进入二十一世纪后到现在是第三阶段,是上海户外广告规范发展阶段。三个阶段,基本上每个阶段跨度十年,上海户外广告每十年上一个台阶呈现出前所未有的大发展局面。回顾发展之路,归纳一下,我们有三个方面体会。
Shanghai is the birthplace of China’s outdoor advertising industry and one of the national advertising business centers. As China’s most famous industrial and commercial city, outdoor advertising and urban business activities are born. As early as the 1920s and 1930s, neon advertising has become a “Night Shanghai” distinctive sign. After the reform and opening up, China’s outdoor advertising gradually restored, Shanghai’s advertising industry has been rapid development, review of thirty years of outdoor advertising development process, went through three stages. The first phase, from 1979 to 1989, was the period of recovery and development of outdoor advertising in Shanghai. In the second stage, from 1990 to 1999, this phase was a period of rapid development. Into the 21st century is now the third stage, is the normative stage of development of outdoor advertising in Shanghai. Three stages, basically every stage of the span of ten years, Shanghai outdoor advertising every decade on the level of showing unprecedented development. Review the road to development, to sum up, we have three aspects to understand.