The creative ideas and expressive ways of urban outdoor advertisements emerge in an endless stream. Its fundamental aim is commercial sales.In the face of the audiences that become numb gradually, the art of outdoor advertisements attempt to reinterpret the relationship between outdoor advertisements and its audiences with another points of view and ways of thinking,which aims to achieve its original business goals by this way.So the creative ideas of art need rational analysis and scientific cognition,which will help us explore a way that suit the cognition of present audiences in the field of outdoor advertisements by the form of art.%都市户外广告中的设计创意与表现方式层出不穷，其根本目的都是为了商业销售，但“艺术化”的户外广告创意在面对渐趋麻木的受众时，试图通过另一种视角与思维方式来重新阐释户外广告与受众之间的关系，并以此种方式来达到商业目标。由此，对“艺术化”创意需要进行理性的分析与科学的认知，从而利用“艺术化”的表现形式探索出一条适合当下受众认知的户外广告创意之路。
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