地铁广告传播策略研究

发布时间：2019-05-07 15:52

【摘要】：地铁是交通工具的一种,也是一种传播载体。地铁广告作为一种户外广告,又有着半封闭的属性和相对固定、特征比较明显受众群体,地铁广告投放成本较低能够实现长时间的曝光。不少品牌也越来越重视地铁媒介的作用,在地铁这个幽闭的空间里,越来越多的地铁广告利用创意、新技术等手段来抢夺受众的注意力或与受众建立情感联系。网络、社交媒体等新媒体的出现改变了地铁广告的传播方式,越来越多的地铁广告开始不仅限于信息的传递。还利用多种媒介的融合和新的技术以实现与受众之间的互动,成为连接品牌与受众之间的纽带,甚至融入地铁环境中。通过对广告专业网站中成功的地铁广告案例的分析,可以看到越来越多的品牌学会用新的传播思维让单向信息传递型地铁广告更能迎合受众的需求,在传统的单向信息传递广告模式上不断改进升级为互动体验广告模式。在新媒介环境下的地铁广告更加注重产品类型与目标受众的匹配度;更多的采用互动体验的形式来增强受众的参与感;更加注重传递情感、娱乐化的信息,用有趣轻松的沟通方式来加深受众对品牌的印象。尽管地铁环境相对于其他的户外广告更加幽闭,但这并不意味着信息的传播也因此闭塞,如果能够扬长避短,合理有效的整合利用新技术一样可以将地铁广告玩出精彩。在新媒介环境下地铁广告的发展思维需要转变,如果继续用传统的思维来运营和投放地铁广告,那么地铁广告的效果将难以得到最大程度的发挥。因而地铁广告在与新媒体竞争的局势下,只有迎接挑战,科学的利用新媒介技术和改变传统的传播思维,采用科学的广告传播策略,更大程度的满足受众的需求时,才能让地铁媒介发挥更大的价值。
[Abstract]:Subway is a means of transportation, but also a carrier. Subway advertising as an outdoor advertising, but also has semi-closed attributes and relatively fixed, the characteristics of a more obvious audience, subway advertising lower cost can achieve long-term exposure. Many brands also pay more and more attention to the role of subway media. In the claustrophobic space of subway, more and more subway advertisements use creativity, new technology and other means to seize the attention of the audience or to establish emotional ties with the audience. The emergence of new media, such as network and social media, has changed the way of subway advertising, and more subway advertising is not limited to the transmission of information. The integration of multiple media and new technologies are used to realize the interaction with the audience, which becomes the link between the brand and the audience, and even integrates into the subway environment. Through the analysis of successful subway advertising cases in advertising professional websites, we can see that more and more brands learn to use new communication thinking to make one-way subway advertising more responsive to the needs of the audience. In the traditional one-way information transmission advertising mode continuously improved and upgraded to interactive experience advertising mode. The subway advertisement in the new media environment pays more attention to the matching degree between the product type and the target audience, and uses the interactive experience to enhance the audience's sense of participation. Pay more attention to convey emotion, entertain information, use interesting and easy way of communication to deepen audience's impression of brand. Although subway environment is more claustrophobic than other outdoor advertising, this does not mean that the dissemination of information is therefore blocked. If we can develop strengths and avoid weaknesses, reasonable and effective integration and utilization of new technologies can also make subway advertising exciting. The development thinking of subway advertisement needs to be changed under the new media environment. If we continue to use the traditional thinking to operate and put the subway advertising, then the subway advertising effect will be difficult to maximize. Therefore, in the situation of competition with new media, subway advertising has to meet the challenge, make scientific use of new media technology and change the traditional communication thinking, adopt scientific advertising communication strategy, and meet the needs of the audience to a greater extent. In order to let the subway media play a greater value.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F713.8

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