地鐵廣告?zhèn)鞑ゲ呗匝芯?/H1>
發(fā)布時間：2019-05-07 15:52
【摘要】：地鐵是交通工具的一種,也是一種傳播載體。地鐵廣告作為一種戶外廣告,又有著半封閉的屬性和相對固定、特征比較明顯受眾群體,地鐵廣告投放成本較低能夠?qū)崿F(xiàn)長時間的曝光。不少品牌也越來越重視地鐵媒介的作用,在地鐵這個幽閉的空間里,越來越多的地鐵廣告利用創(chuàng)意、新技術(shù)等手段來搶奪受眾的注意力或與受眾建立情感聯(lián)系。網(wǎng)絡(luò)、社交媒體等新媒體的出現(xiàn)改變了地鐵廣告的傳播方式,越來越多的地鐵廣告開始不僅限于信息的傳遞。還利用多種媒介的融合和新的技術(shù)以實現(xiàn)與受眾之間的互動,成為連接品牌與受眾之間的紐帶,甚至融入地鐵環(huán)境中。通過對廣告專業(yè)網(wǎng)站中成功的地鐵廣告案例的分析,可以看到越來越多的品牌學(xué)會用新的傳播思維讓單向信息傳遞型地鐵廣告更能迎合受眾的需求,在傳統(tǒng)的單向信息傳遞廣告模式上不斷改進(jìn)升級為互動體驗廣告模式。在新媒介環(huán)境下的地鐵廣告更加注重產(chǎn)品類型與目標(biāo)受眾的匹配度;更多的采用互動體驗的形式來增強(qiáng)受眾的參與感;更加注重傳遞情感、娛樂化的信息,用有趣輕松的溝通方式來加深受眾對品牌的印象。盡管地鐵環(huán)境相對于其他的戶外廣告更加幽閉,但這并不意味著信息的傳播也因此閉塞,如果能夠揚(yáng)長避短,合理有效的整合利用新技術(shù)一樣可以將地鐵廣告玩出精彩。在新媒介環(huán)境下地鐵廣告的發(fā)展思維需要轉(zhuǎn)變,如果繼續(xù)用傳統(tǒng)的思維來運營和投放地鐵廣告,那么地鐵廣告的效果將難以得到最大程度的發(fā)揮。因而地鐵廣告在與新媒體競爭的局勢下,只有迎接挑戰(zhàn),科學(xué)的利用新媒介技術(shù)和改變傳統(tǒng)的傳播思維,采用科學(xué)的廣告?zhèn)鞑ゲ呗?更大程度的滿足受眾的需求時,才能讓地鐵媒介發(fā)揮更大的價值。
[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.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206;F713.8
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 武定宇;王浩臣;;互動性公共藝術(shù)介入地鐵空間的可行性探索[J];美術(shù)研究;2016年02期
2 李欣;馬麗;李美琴;;武漢地鐵廣告的問題及對策研究[J];武漢紡織大學(xué)學(xué)報;2015年05期
3 譚天;;從渠道爭奪到終端制勝,從受眾場景到用戶場景——傳統(tǒng)媒體融合轉(zhuǎn)型的關(guān)鍵[J];新聞記者;2015年04期
4 倪寧;金韶;;大數(shù)據(jù)時代的精準(zhǔn)廣告及其傳播策略——基于場域理論視角[J];現(xiàn)代傳播(中國傳媒大學(xué)學(xué)報);2014年02期
5 馮沖;劉曉靜;;中外地鐵廣告比較研究[J];新聞傳播;2013年08期
6 孫新翔;楊桂云;石艷蘋;陳茵琪;;基于受眾調(diào)查的地鐵廣告投放策略研究——以北京市地鐵為例[J];經(jīng)濟(jì)研究導(dǎo)刊;2013年07期
7 葛在波;陳培愛;;媒介融合對廣告?zhèn)鞑サ挠绊懷芯俊嬲剰V告?zhèn)鞑サ奈磥戆l(fā)展趨勢[J];中國廣告;2011年09期
8 劉宗紅;蘇楊;;文化視域下地鐵廣告?zhèn)鞑パ芯俊阅暇┑罔F廣告為例[J];中國商界(上半月);2010年11期
9 李婧;;從戶外媒體屬性談戶外廣告的發(fā)展策略[J];新聞界;2009年06期
10 魏慶華;;地鐵廣告研究[J];商場現(xiàn)代化;2008年05期
相關(guān)碩士學(xué)位論文 前7條
1 鳳仙;“用戶”：互聯(lián)網(wǎng)時代的新型受眾[D];安徽大學(xué);2016年
2 李曉晨;“場景”在移動媒體新聞傳播中的應(yīng)用研究[D];河北大學(xué);2016年
3 張娜;新媒體環(huán)境下的戶外廣告媒體創(chuàng)意研究[D];蘭州大學(xué);2015年
4 謝玉;新媒體環(huán)境下廣告設(shè)計的特性研究[D];西北大學(xué);2010年
5 王萍;戶外新媒體廣告及其創(chuàng)意策略研究[D];河南大學(xué);2010年
6 王珂;媒介的互動傳播方式與特征研究[D];浙江大學(xué);2008年
7 王珊;廣告互動傳播模式研究[D];湖南大學(xué);2007年
，
本文編號：2471208
本文鏈接：http://www.sikaile.net/jingjilunwen/guojimaoyilunwen/2471208.html
[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.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206;F713.8
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 武定宇;王浩臣;;互動性公共藝術(shù)介入地鐵空間的可行性探索[J];美術(shù)研究;2016年02期
2 李欣;馬麗;李美琴;;武漢地鐵廣告的問題及對策研究[J];武漢紡織大學(xué)學(xué)報;2015年05期
3 譚天;;從渠道爭奪到終端制勝,從受眾場景到用戶場景——傳統(tǒng)媒體融合轉(zhuǎn)型的關(guān)鍵[J];新聞記者;2015年04期
4 倪寧;金韶;;大數(shù)據(jù)時代的精準(zhǔn)廣告及其傳播策略——基于場域理論視角[J];現(xiàn)代傳播(中國傳媒大學(xué)學(xué)報);2014年02期
5 馮沖;劉曉靜;;中外地鐵廣告比較研究[J];新聞傳播;2013年08期
6 孫新翔;楊桂云;石艷蘋;陳茵琪;;基于受眾調(diào)查的地鐵廣告投放策略研究——以北京市地鐵為例[J];經(jīng)濟(jì)研究導(dǎo)刊;2013年07期
7 葛在波;陳培愛;;媒介融合對廣告?zhèn)鞑サ挠绊懷芯俊嬲剰V告?zhèn)鞑サ奈磥戆l(fā)展趨勢[J];中國廣告;2011年09期
8 劉宗紅;蘇楊;;文化視域下地鐵廣告?zhèn)鞑パ芯俊阅暇┑罔F廣告為例[J];中國商界(上半月);2010年11期
9 李婧;;從戶外媒體屬性談戶外廣告的發(fā)展策略[J];新聞界;2009年06期
10 魏慶華;;地鐵廣告研究[J];商場現(xiàn)代化;2008年05期
相關(guān)碩士學(xué)位論文 前7條
1 鳳仙;“用戶”：互聯(lián)網(wǎng)時代的新型受眾[D];安徽大學(xué);2016年
2 李曉晨;“場景”在移動媒體新聞傳播中的應(yīng)用研究[D];河北大學(xué);2016年
3 張娜;新媒體環(huán)境下的戶外廣告媒體創(chuàng)意研究[D];蘭州大學(xué);2015年
4 謝玉;新媒體環(huán)境下廣告設(shè)計的特性研究[D];西北大學(xué);2010年
5 王萍;戶外新媒體廣告及其創(chuàng)意策略研究[D];河南大學(xué);2010年
6 王珂;媒介的互動傳播方式與特征研究[D];浙江大學(xué);2008年
7 王珊;廣告互動傳播模式研究[D];湖南大學(xué);2007年
，本文編號：2471208
本文鏈接：http://www.sikaile.net/jingjilunwen/guojimaoyilunwen/2471208.html
