基于多元回归分析的古城户外广告设置研究r——以山西省平遥县为例

摘要

应用感观评价法对平遥古城街区的户外广告进行实地调研 ,结合李克特量表调研数据 ,采用SPSS软件对影响平遥古城户外广告整体评价的主要因素进行回归分析.研究表明:平遥古城户外广告的整体评价与其设置的尺度、内容、色彩、材料存在较高的相关性.最后文章结合平遥古城城市面貌现状对户外广告设置的影响因素进行了分析说明.%A field research on the outdoor advertising in the blocks of Pingyao ancient city is conducted by using the sensory evaluation method .Based on the survey data of Likert scale ,using the statistical product and service solutions(SPSS) software ,the regression analysis of main factors influencing the overall evaluation of outdoor advertising in Pingyao ancient city is made .The results show that there is a relatively high correlation between the overall evaluation of outdoor advertising in Pingyao ancient city and the setting scale ,content ,color and material .Finally ,the factors influencing the outdoor ad-vertising setting are analyzed based on the status quo of Pingyao ancient city landscape .