地铁公益广告的传播效果分析

ANALYSIS ON THE DISSEMINATION EFFECT OF SUBWAY PUBLIC SERVICE ADVERTISEMENT

地铁广告具有地理环境优势、覆盖人群固定、媒体位置多、展示时间久等特点,同时地铁电视广告还结合了语言、声音、文字、形象、动作、表演等综合手段,是一种融合各种载体的信息传播方式。这种方式的传播更适合新生代品牌宣传,因此成为了各行各业投放广告的首选之一。地铁拥有最广泛的客户群体,公益广告同样也拥有最广泛的受众。本文以地铁公益广告的传播效果作为切入点,深度挖掘了公益广告的传播范围与传播对象之间的作用,以及对社会的影响。

Subway advertising has the advantages of geographical environment, fixed coverage, many media locations, and long display time. In addition, subway TV advertising also combines language, sound, text, image, action, performance and other comprehensive means, which is a form of information dissemination with a fusion of various carriers. The subway has the widest customer base, and the public service advertisement also has the widest audience. Taking the communication effect of subway public service advertisements as the starting point, this paper deeply excavates the role between the communication scope and communication objects of public service advertisements, as well as the impact on the society.