郑州地铁广告传播研究

发布时间：2018-01-27 09:33

  本文关键词： 郑州地铁 地铁广告 广告受众 古都文化　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：地铁在城市公共交通运输中一直扮演着重要的角色。地铁广告作为快速交通类广告的载体,以丰富多彩的形式和内容被广大公众所关注。与户外广告相比,地铁广告具有人流量大、高关注度、高回忆率、目标受众固定、媒介形式多样等优势。郑州地铁1号线一期工程于2013年底建成通车,伴随着地铁的兴起,地铁媒体取得了快速发展,地铁媒体已成为郑州广告业的重要组成部分。地铁广告不仅仅承载着其本身的商业价值,更是展示城市文化和精神文明建设成果的重要载体。对郑州地铁广告及其传播效果开展有针对性的调查研究,有助于合理开发利用地铁媒介资源,提升地铁广告的影响力,实现郑州地铁广告的可持续发展。本文介绍了与地铁广告相关的概念和理论,系统分析了郑州地铁广告的传播环境、传播优势、传播主体。通过问卷调查法对郑州地铁广告受众的年龄、学历、职业和收入以及地铁广告的传播效果进行系统分析,归纳总结了郑州地铁广告的受众特征、受众态度,分析了地铁广告的媒介效果。通过访谈法深入了解了郑州地铁广告发展的优势和存在的问题。通过分析发现,郑州地铁广告还存在内容单一、缺乏创意;广告布局不合理、空间利用率差;本土文化广告缺失以及缺少广告测评等问题。结合郑州地铁巨大的发展潜力以及郑州地铁广告的良好的媒介环境,在充分了解地铁广告受众特征的情况下,借鉴国内外地铁广告发展的经验,对郑州地铁广告的有效传播提出了针对性的对策建议:丰富广告内容,提升广告创意;传承郑州古都文化,提升公益广告感染力;提高广告布局的专业化,增强地铁空间的利用率;建立科学的媒介测评体系,增强广告的运营能力;创新互动营销模式,强化广告传播效果等。同时强调,地铁广告的传播目的不仅要提高经济效益,更应该在传播过程中展示城市风貌,提升城市文化。地铁广告和文化息息相关,广告应更加注重结合本土文化特色进行个性展示。
[Abstract]:Subway has always played an important role in urban public transportation. As the carrier of rapid transit advertising, subway advertising has been concerned by the public with rich and colorful forms and contents. Compared with outdoor advertising. Subway advertising has the advantages of large flow of people, high attention, high recall rate, fixed target audience, various media forms, etc. The first phase of Zhengzhou Metro Line 1 project was completed in end of 2013, along with the rise of subway. Subway media has made rapid development, subway media has become an important part of the advertising industry in Zhengzhou. Subway advertising not only carries its own commercial value. It is also an important carrier to display the achievements of urban culture and spiritual civilization construction. To carry out targeted investigation and research on Zhengzhou subway advertising and its spreading effect is helpful to the rational development and utilization of subway media resources. This paper introduces the concepts and theories related to subway advertising, and systematically analyzes the communication environment and advantages of subway advertising in Zhengzhou. Through the questionnaire survey of Zhengzhou subway advertising audience age, education, occupation and income as well as the transmission effect of subway advertising were systematically analyzed, summarized the characteristics of Zhengzhou subway advertising audience. Audience attitude, analysis of the media effect of subway advertising. Through interviews in-depth understanding of Zhengzhou subway advertising development advantages and problems. Through analysis, Zhengzhou Metro advertising still exists in a single content. Lack of creativity; The advertisement layout is unreasonable, the space utilization ratio is poor; Combining the huge development potential of Zhengzhou subway and the good media environment of Zhengzhou subway advertising, we can fully understand the characteristics of the audience of subway advertising. Referring to the experience of subway advertisement development at home and abroad, this paper puts forward some countermeasures and suggestions for the effective dissemination of subway advertisement in Zhengzhou: enriching the advertising content and promoting the advertising originality; Inheriting the ancient capital culture of Zhengzhou and promoting the appeal of public service advertisement; Improve the specialization of advertising layout, enhance the utilization rate of subway space; Establish a scientific media evaluation system to enhance the advertising operation capacity; At the same time, it is emphasized that the communication purpose of subway advertising should not only improve economic benefits, but also show the city style and features in the process of communication. Promotion of urban culture. Subway advertising and culture are closely linked, advertising should pay more attention to combining local cultural characteristics for personality display.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G206
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本文编号：1468154