城市文化视角下公交车体广告现状调查思考——以福州东街口段为例

Investigation and Reflection on Bus Body Advertisement from the Perspective of Urban Culture: A Case Study of Fuzhou Dong Jie Kou

公交车体广告对丰富人们物质文化生活需求,规范价值观及道德行为,体现城市文化和特色,提升城市形象具有重要的作用。本文通过对福州主城区核心地段东街口的现状调查分析,指出其在广告设计形式上信息较多,重点不突出,与环境脱节,在广告内容上缺乏新意,特色不鲜明的现状问题,进而提出进一步深化福州城市文化发掘,强化车身广告针对性,强化设计创新感,增加公益广告投放量等建议,期望对福州城市文化建设有一定参考意义。

The bus body advertisement plays an important role in enriching people’s material and cultural needs,standardizing values and moral behaviors,reflecting urban culture and characteristics,and improving the image of the city.Through the investigation and analysis of the current situation of dong jie kou in the core section of Fuzhou main city,this paper points out that it has more information in the form of advertising design,and that it lacks new ideas in advertising content,and then put forward to further deepen Fuzhou city culture excavation,strengthen the body advertisement pertinence,strengthen the design innovation sense,increase the public service advertisement to invest the quantity and so on suggestion,and hope to have some reference significance to Fuzhou city culture construction.