【摘要】： 本文以“北京地鐵廣告媒介整合設計”作為研究主題,以地鐵廣告媒介作為研究對象,實地拍攝采集北京地鐵內各種廣告媒介信息及圖片,結合北京市經濟、人文、地理環(huán)境等城市特色,對地鐵空間內平面廣告及各種多媒體廣告進行詳盡分析,在結合典型廣告案例的基礎上研究北京地鐵廣告媒介的綜合價值和未來發(fā)展方向,不僅為提升地鐵空間廣告文化底蘊做出理論指導,而且為地鐵廣告的投放企業(yè)提供基于整合觀的地鐵廣告投放方案,以利于今后企業(yè)選擇優(yōu)化的地鐵媒介組合方式,提高廣告效果。本文旨在探索北京地鐵廣告媒介的價值,豐富和完善關于城市軌道廣告媒介設計的研究理論,從受眾立場出發(fā),推動地鐵廣告向更具主動性閱讀和更具文化內涵的方向發(fā)展,具有實用性和理論指導意義。 文章首先從國內外都市地鐵廣告媒介入手,放眼全球,將歐亞各國地鐵媒介優(yōu)勢進行概覽,繼而對北京市地鐵廣告媒介環(huán)境特征進行分析,將地鐵媒介研究與城市發(fā)展緊密結合,第三部分進一步結合“整合營銷傳播”理論對北京地鐵廣告的價值提出媒體資源、媒體編排方式、互動創(chuàng)新等方面的創(chuàng)新思路,最后,四五章分別從地鐵平面廣告媒介和多媒體媒介進行細致的分類研究,分析多個實地案例,使基于整合觀的北京地鐵整合研究更具說服力,論文彰顯理性的同時充滿人性設計意味。
[Abstract]:This paper takes "Beijing Metro Advertising Media Integration Design" as the research theme, takes the subway advertising media as the research object, takes the field shooting and collection of information and pictures of the various advertising media in the Beijing Metro, and combines the economy and humanity of Beijing. This paper makes a detailed analysis of the plane advertisements and various multimedia advertisements in subway space, and studies the comprehensive value and future development direction of Beijing subway advertising media on the basis of typical advertising cases. Not only to provide theoretical guidance for the promotion of subway space advertising culture, but also to provide the subway advertising project based on the integration view for the enterprises, so as to facilitate the enterprises to choose the optimized subway media combination mode in the future. Improve the advertising effect. The purpose of this paper is to explore the value of Beijing subway advertising media, enrich and perfect the research theory on the design of urban rail advertising media, and promote the subway advertising to develop towards more active reading and more cultural connotation from the perspective of the audience. It is of practical and theoretical significance. This paper begins with the domestic and foreign metro advertising media, looks around the world, gives an overview of the advantages of metro media in Eurasia countries, and then analyzes the environmental characteristics of metro advertising media in Beijing. The third part further combines the theory of "integrated marketing communication" to the value of Beijing subway advertising, and puts forward the innovative ideas of media resources, media arrangement, interactive innovation and so on. Chapter four and five respectively from the subway plane advertising media and multimedia media for detailed classification research, analysis of a number of field cases, so that the integration of Beijing subway integration based on the concept of more persuasive. The thesis shows rationality and is full of humanity design meaning at the same time.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F713.8

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本文編號：2190167