Synergizing Nanjing's Visual Advertising Governance: An Integrated Approach Fusing Historical Processes and Ergonomic Visual Characteristic Framework

Abstract

As China's market economy system advances, the pace of urbanization is rapidly increasing. Urban governance, particularly concerning visual advertising, significantly influences residents' quality of life. It is a key aspect of social governance for the government to address illegal visual advertisements and prevent the emergence of new ones through various legislative measures. Given the current inadequacies in visual advertising governance, it is crucial to establish a robust cooperative framework involving government agencies, as well as private and industrial organizations. Recently, Nanjing has made considerable progress in visual advertising governance by implementing a range of innovative measures under stringent administrative regulations. This study explores the historical evolution of visual advertising and proposes a strategy for integrating historical developments into the creation of a visual characteristic framework. The research utilizes the "multi-modal discourse analysis model" developed by Van Leeuwen for content analysis of various image-text groups. Key visual image frameworks considered include "subject content," "significance," "framing," and "modality," which are essential for constructing an effective visual characteristic framework.