“情感化设计”视域下伦敦地铁广告经验对我国地铁广告发展的启示  

The Enlightenment of the London Underground Advertising Experience for China's Modern Metro Advertising Development in the Context of the“Emotional Design”

作　　者：刘志哲[1] 孙荦 Liu Zhizhe;Sun Luo(School of Art and Design,Wuhan University of Technology,Wuhan,430070;Glasgow School of Art,Glasgow,G36RQ)

机构地区：[1]武汉理工大学,武汉430070 [2]格拉斯哥艺术学院,格拉斯哥,英国,G36RQ

出　　处：《现代广告》2022年第8期48-55,65,共9页Modern Advertising

基　　金：2021年度武汉地铁集团有限公司与武汉理工大学重点科研项目“武汉地铁导视系统及广告空间设计策略与效力评估研究”(项目编号:GS-JZ-475)的阶段成果。

摘　　要：近年来我国城市地铁迅猛发展,地铁广告成为商业引流、公益宣传和信息传播的重要媒介和载体。地铁特殊的环境空间决定了地铁广告不同的展呈方式和交互方式。如何更好地提升地铁广告品质、扩大影响范围、带动更多消费,是地铁广告发展目前面临的重要课题。伦敦地铁作为世界上最早运营的地铁系统,有着诸多较为先进的经验。伦敦地铁广告构建了文化脉络,利用了新的材料和科技手段,不断革新展呈方式和提升审美品质,使其成为伦敦城市文化的重要组成部分和亮点。“情感化设计”是将受众群体的情感体验纳入考虑因素的设计方法,对提升和促进设计发展起到积极作用。我国地铁广告可从“情感化设计”角度出发,反思和运用伦敦地铁广告发展的经验,探寻出符合自身特点的优化战略。With the rapid development of urban metro in China,metro advertising is an important medium and carrier for commercial attraction,public service promotion and information dissemination.The special environment and space of the metro determine different ways of displaying and interacting with metro advertisements.How to better improve the quality of metro advertising,expand the scope of influence and drive more consumption has become an important issue.The London Underground,as the world's first underground system,has many advanced experience.London underground advertising has built up a cultural context,utilized new materials and technology,constantly innovated its presentation and improved its aesthetic quality,making it an important part and highlight of London’s urban culture.“Emotional Design”is a design approach that takes into account the emotional experience of the audience,play a positive role in enhancing and promoting the design.From the perspective of“Emotional Design”,China’s metro advertising industry could rethink and use the experience of development of London underground advertising to find an optimist strategy that meets its own characteristics.

关 键 词：情感化设计 地铁广告 伦敦地铁 中国地铁 产业化发展 

分 类 号：G209[文化科学—传播学] J50-05[艺术—艺术设计]