The Analysis Of The Visual Language Systems In China's Metro Advertising

This paper aims to explain that the metro advertising has become a new advertising form and has been included in the outdoor advertising category under the affection of city's construction, transformation and the restructuring of people's consumption psychology. This paper analyzes the theoretical framework of the visual language systems of metro advertising and the utilization in the new media times. This paper describes the current situation of China's first-line cities' metro advertising, analyses the subject and object behaviors in the visual language systems of metro advertising, combines the subject and object interactions in the metro advertising and explains the special characteristics of the underground space in metro advertising. After the introduction of basic advertising knowledge, this paper gives a rational analysis of space, information, style, time and color in the visual language. In the object behavior part, this paper combines the acceptance of the metro advertising by the audience and the access to the metro advertising, then analyzes the audience knowledge, attitude and behavior. Through the analysis of the development of digital technology and new media, this paper analyses the diversification in the changes of the metro advertising--the unique culture Carrier. The relationship in the metro advertising, metro culture and urban culture is explained in this paper. From the diversification of metro advertising, this paper explains the metro advertising's different styles in the traditional media and new media environment. The audience's cognitive psychology and aesthetic psychological characteristics is explained in the paper. On the metro advertising's operation and management model, the paper analyzes the metro advertising market segmentation situation, competition mechanism and how to create a reasonable structure and atmosphere to promote the rapid development of metro advertising. Based on the case studies of successful foreign metro advertising operations, this paper gives the expectations and advices on the development of the China's metro advertising in the future.