新媒体视野下重庆轨道交通广告及其创新

发布时间：2018-03-02 06:04

本文关键词： 新媒体轨道交通广告广告创新　出处：《西南政法大学》2016年硕士论文　论文类型：学位论文

【摘要】：数字技术、网络技术、移动通信技术等新媒体技术的进步打破了媒介的介质壁垒,形成了各类媒体并存互补、协同发展的局面,也在潜移默化中改变着人的感知和态度,广告的创新思维模式也应随之改变。轨道交通作为一个现代的特殊公共空间,各类媒体在此交融,且拥有庞大的受众资源,如何合理利用这一空间和资源是值得思考的。本研究采取内容分析法,以2015年10月-12月的重庆轨道交通的五个换乘站中的广告为样本进行研究。研究结果显示,五个轨道交通站的广告内容和形式大同小异,广告形式多样,包括海报、灯箱、墙贴、实体展示、车体广告、站台PIS等形式,与互联网、移动互联网的联系日益密切,这些共同形成了一个微型的媒介社会;广告内容中企业形象广告居多,广告宣传注重整体性,着力描绘品牌形象,其中还包含许多互联网公司和手机APP广告。重庆轨道交通内互动性、体验性广告较少,部分附有二维的广告因位置关系无法扫描,新媒体广告位和地贴广告等广告位正在招商中。同时本研究以“言-象-意-道”一体化的中国符号学的模式(DIMT model)对“重庆·道不同精彩相同”和“上海·永不落幕的世博地铁纪念展”系列公益广告进行分析,探寻介于象和意之间的艺术式广告与介于言和道之间的哲学式广告的特点。这些广告通过与哲学、艺术的结合,使其思想和审美符合大众精神层面的需求,从而提升广告品质。通过对比分析探索轨道交通广告在新媒体时代下如何继续发挥自身优势,扩宽广告创新思路,力求为受众带来更好的体验,同时进一步增强轨道交通广告的宣传作用,创造更大的效益。重庆轨道交通广告深刻展示了一个泛媒体时代媒介融合的现状,广告创新要从受众的感知出发,更加强调整体性、互动性、体验性。
[Abstract]:The progress of new media technologies, such as digital technology, network technology, mobile communication technology and so on, has broken media barriers, formed a situation in which all kinds of media coexist and complement each other, cooperate with each other, and change people's perception and attitude in the process of imperceptible change. The innovative thinking mode of advertising should be changed with it. As a special modern public space, all kinds of media blend here, and have huge audience resources. How to make rational use of this space and resources is worth thinking about. This study adopts the content analysis method, taking the advertisement in five transfer stations of Chongqing rail transit from October 2015 to December as the sample. The results show that, The advertising content and form of the five rail transit stations are much the same, with various forms of advertising, including posters, light boxes, wall stickers, physical displays, car body ads, platform PIS, etc., which are increasingly closely linked to the Internet and the mobile Internet. Together, these have formed a miniature media society, in which the advertising content is dominated by corporate images, and the advertising campaigns focus on the integrity and focus on portraying the brand image. It also contains many Internet companies and mobile APP ads. Chongqing Rail Transit is interactive, with fewer experiential ads and some with two-dimensional ads that cannot be scanned because of location. At the same time, this study uses the model of "speech, image, meaning and Tao" to integrate Chinese semiotics (DIMT model) to "Chongqing, different and wonderful" and "Shanghai never". The World Expo subway memorial exhibition "series of public service advertisements were analyzed." To explore the characteristics of artistic advertisements between images and meanings and philosophical advertisements between words and Tao. Through the combination of philosophy and art, these advertisements make their thoughts and aesthetics meet the needs of the public spirit. In order to improve the quality of advertising. Through comparative analysis to explore how to continue to display their advantages in the new media era, expand advertising innovation ideas, and strive to bring a better experience for the audience. At the same time, it further strengthens the propaganda role of rail transit advertising and creates greater benefits. Chongqing rail transit advertising profoundly demonstrates the current situation of media integration in a pan-media era. Advertising innovation should proceed from the audience's perception and emphasize more integrity. Interactive, experiential.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206;F713.8

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