is an important "visual communication element" in print advertisements, and color is superior to other elements in visual communication. Today, with the rapid development of electronic plate making and printing technology, advertising production has mushroomed. As a semi-permanent plane advertisement, outdoor light box advertisement can attract the attention of passers-by, enhance the realistic effect of display, render the flavor of products, induce consumers' desire to buy, and strengthen the special impression of advertising, no matter during the day or at night.

In the design and production of outdoor light box advertising pictures, in order to pursue realism and artistry, photographic inkjet printing or color inkjet printing are often used; There are also screen printing methods to make light box pictures on special paper, plastic sheets (films) and light box cloth, and the production methods and materials are selected according to their reproduction costs, weather resistance and other requirements. In this paper, the characteristics, main composition materials and pattern making methods of light box advertising are discussed, and the application of its making technology is discussed.

1. Characteristics and types of outdoor light box advertisements

Light box advertisements are also called "light box posters" or "night light posters". Light box advertising for outdoor use is distributed on both sides of roads and streets, as well as public places such as cinemas (theatres), exhibitions (sales meetings), commercial downtown areas, stations, airports, docks and parks. Foreign countries call it "semi-permanent" street art.

outdoor light box advertisements are different from other types of advertisements. Its characteristics are as follows:

1. The picture is large: many print advertising media are for indoor or small-scale communication, and the format is small. The outdoor light box advertisement displays the advertising content through the door head, notice (publicity) column and vertical pole light box painting. Compared with other print advertisements, the illustrations and fonts are larger, which is very eye-catching.

2. Strong farsightedness: The function of outdoor light box advertising is to convey information to outdoor people and people at a distance through natural light (daytime) and auxiliary light (night). The far-sighted effect of advertising works is strong, which is very beneficial to the fast-paced, efficient and hurried people in modern society to pay attention to it from a distance.

3. The content is wide: in public transportation, transportation, safety, welfare, savings, insurance, tax payment, etc. In commercial products, enterprises, tourism, services, etc. It can play a wide role in culture, education and art within culture and education.

4. simultaneity: there are many forms of display, which have both functions of words and colors, covering everything from product trademarks, product names, physical photos, colors and corporate intentions to culture, economy, customs, beliefs and concepts. Through conception and unique creativity, we firmly grasp the "ring" of inducing consumers to buy, and achieve the purpose of advertising with the heterogeneity of visual communication.

5. Fixity and complexity: No matter what form outdoor light box advertising takes, it has the requirement of being fixed in a certain range and position. As a semi-permanent display device, its basic structure is more complicated than other advertising forms. Including frame, covering material, pattern printing layer, wind-proof, rain-proof and snow-proof structure, and lighting facilities as lighting at night, so that the cost of single copy is higher than other types of advertisements.

There are many kinds of outdoor light box advertisements, and there is no clear way to divide them. But from the scope of application, it can be divided into movies and clothing advertisements (poster light box painting); Alcohol advertising (light box painting, selling point display board); Banking and insurance advertisements (door head, column light box painting); Electrical advertising (selling point display board, floor lamp box); Advertising columns of subway stations, bus kiosks, etc.

Second, the composition of outdoor light box advertising

1. Frame and mask: the main components of large light boxes are steel and plastic structures, the base and frame are welded with steel or stainless steel structures, and the pattern cover is made of glass plate, plexiglass plate, light box cloth, etc. The main components of small door-head, rod-type and hanging light boxes are steel or injection-molded frames, and the pattern covers are mostly made of glass, plexiglass or transparent plastic plates.

2. Pattern printing carrier: According to its structure and manufacturing process, the printing carrier of light box can be made of synthetic paper, inkjet film, self-adhesive adhesive film, light box canvas and other materials

3. Auxiliary lighting facilities: auxiliary lighting of light box is designed according to the structure of its pattern picture, printing material, printing ink layer thickness and pattern width. In the past, ordinary fluorescent lamps were mostly used. With the application of new lamps, the auxiliary lighting of light boxes has developed from single lighting to various lighting methods. The resulting picture quality, uniformity and softness have been greatly improved.