基于受众调查与空间环境分析的地铁广告传播策略研究  

Research on Creative Strategies of Subway Advertisement Based on Audience Survey and Spatial Environment Analysis

作　　者：曲璐璐[1] QU Lu-lu(College of Animation and Digital Art,Anhui Sanlian University,Hefei 230601,China)

机构地区：[1]安徽三联学院动漫与数字艺术学院,合肥230601

出　　处：《德州学院学报》2022年第5期51-54,65,共5页Journal of Dezhou University

基　　金：国家社会科学基金青年项目“新传播技术与公共情感的形成及演化机制研究”(20CXW025)阶段性成果;安徽省高校人文社会科学研究重点项目“基于地铁媒体的‘体验式广告’创意策略研究——以合肥市为例”(SK2020A0630)阶段性成果。

摘　　要：本土传媒界在地铁广告设计传播能力、学术研究水平、运营管理经验等方面长期处于劣势地位,致使资本实力雄厚的国外企业即使主要依靠常规化的传播策略,仍在我国地铁广告的市场份额中实现了野蛮式增长。调查表明,一方面,地铁乘客主流群体具有年轻化、收入水平偏低与消费高潜化的总体特征,受众对于广告的偏好呈现出不同年龄段共性需求与不同性别差异化需求并存的格局。另一方面,在幽闭的物理空间环境内,应基于理性思路为受众创设人性化的视听环境。在综合各项分析结果的基础上制定出地铁广告的传播策略,其体系架构由产品定位、投放定位、媒介定位、情感定位和风格定位策略五部分组成,以期为我国本土地铁广告事业的发展壮大添砖加瓦。The local media sector has long been in a disadvantageous position in the areas of Metro advertising design and communication ability,academic research level,operation and management experience,etc.As a result,even if the foreign enterprises with strong capital mainly rely on conventional communication strategies,still in China’s subway advertising market share to achieve a brutal growth.The survey shows that on the one hand,the mainstream group of subway passengers has the general characteristics of youth,low income level and high consumption potential,the audience’s preference for advertising shows the pattern of the common needs of different age groups and the different needs of different genders.On the other hand,in the claustrophobic physical space environment,we should create a humanized audio-visual environment for the audience based on rational thinking.On the basis of the analysis results,the communication strategy of subway advertisement is formulated.The system structure consists of five parts:product positioning,launch positioning,media positioning,emotional positioning and style positioning,with a view to the development of China’s local subway advertising add brick and tile.

关 键 词：地铁广告 受众 空间 传播环境 传播策略 

分 类 号：J0-03[艺术—艺术理论]