摘要
本文通过对地铁广告的含义、环境特征、受众结构等方面进行分析,阐述了公益广告在地铁广告中相对"沉默"的现状;通过对公益广告的社会功能和文化价值的分析,结合地铁广告的文化传承性,更好地协调公益广告-受众-环境和社会之间的关系,从而提出建议来促进公益广告的投放、发展规划;形成受众接受度高的广告形式,实现"艺术性"和"功能性"的统一。
In this paper,the definition of metro advertising,environmental characteristics and audience structure are analyzed.The conclusion is made that the public service advertising in the metro advertising is relatively'silence'.This paper also analyzes the social function and cultural values of the public service advertising,combines metro advertising's culture heritage,and better balance the relationship of public service a dvertising,audience,environment and society.In the end,this paper offers the suggestion about the public service advertising's utilization and developmental plan.The more acceptable forms of advertising are made to fulfill the realization of'artistic'and'functional'unity.
关键词
地铁广告
公益广告
文化性
metro advertising
public service advertising
culture
