基于多感官体验的地铁广告优化策略研究  

Research on Optimization Strategies of Subway Advertising Based on Multisensory Experience

作　　者：曲璐璐[1] Qu Lulu(School 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,安徽合肥230601

出　　处：《黄山学院学报》2023年第6期118-122,共5页Journal of Huangshan University

基　　金：安徽省高校人文社科重点项目(SK2020A0630);安徽三联学院校级质量工程重点项目(21zlgc053)。

摘　　要：“体验经济”时代到来,以二维静态平面为主的传统地铁广告在创意内容、广告形式、营销模式上发生了极大的变化,不断向互动化、智能化、个性化转变。地铁作为展示城市形象的重要窗口,设计不能仅满足人们日常出行的需求,更要考虑乘客搭乘的情感体验,地铁广告应突破传统、唤醒感官、多元开发、立体推广。通过研究目前国内地铁广告的现状,从感官特征、用户体验及传播效果等角度探讨多感官体验在地铁广告中的创意优化策略,为未来地铁广告的发展提供借鉴与参考。With the advent of the era of“experience economy”,the traditional two-dimensional static plane based subway advertising has undergone great changes in creative content,advertising form and marketing mode,and is constantly changing to be interactive,intelligent and personalized.As an important window to display the image of the city,the design of the subway should not only meet people’s daily travel needs,but also consider the emotional experience of passengers.Subway advertising should break through the tradition,awaken the senses,develop in multiple ways and promote in three dimensions.By studying the current situation of domestic subway advertising,this paper discusses the creative optimization strategies of multisensory experience in subway advertising from the perspectives of sensory characteristics,user experience and communication effects,so as to provide reference for the development of subway advertising in the future.

关 键 词：多感官 地铁广告 体验 策略 

分 类 号：J524[艺术—艺术设计]