The Research On Chinese Subway Advertising Under The Background Of Cultural Transmision

With the deepening of municipal construction and the rapid increase of city population in our country, rail transit has gradually become the tools to solve the ground traffic in large and medium-sized cities. As one of cities’visual elements, subway advertising covers with subway space, blends traditional media and high and new technology and makes all kinds of connections with city aesthetics, city culture, public visual. Because of the incoming of foreign technical information and the rapid development of the domestic economy brought the vitality and the vigor to the subway construction after the reform and opening up, since the first subway—the Beijing Metro have completed and opened to traffic in1969October, the subway has been opened in22cities in China so far. The subway is a special advertisement carrier which has propagation characteristics of communication media in the indoor and POP, light box media in the outdoor. It originates from commercial value of traditional media to evolve into the increasingly prominent art and cultural value. Compared with the four traditional media, it has a unique and irreplaceable advantage in spreading information, branding promotion, and raising the city cultural grade. Therefore, more and more advertisers are in favor of it. Overall the design of city planning and construction in China, the subway advertising bear the responsibility of upgrading the city image, promoting modern city culture. As a modern city symbol, subway advertising with its unique way tells aesthetic trend and fashion culture to the public. It promotes the process of cultural development of the city at the same time, and injects fresh vitality into the city.In a new life form, how to use the subway media accurately to convey the product positioning, form a pattern of focus and interactive advertising, and communicate with consumers emotionally is the key to success for subway advertising. In our country, subway advertising is constantly adapting to requirements of urban construction and the city’s transformation, at the same time, the integration of media will bring new industry creativity for the subway advertising, and lead new weather of the future advertising market and media industry. Facing the change of the future advertising, on one hand, we need to recognize the advantages of the advertising media integration and it assumes the responsibility of cultural communication in the subway closed space, on the other hand, we should correctly deal with the conflicts of the mass of visual aesthetic, consumer demand and the Metro advertising business. Therefore, it has higher academic value of the research on Chinese subway advertising under the background of cultural transmission.The innovation is studying the subway advertising’s aesthetic characteristics as a multicultural carrier. In the process of formulating the integration and innovation development trend of the subway new media, I run through the audience behavior, aesthetic psychology and the media audience attitude to endow the Metro advertising dual social value of disseminating of corporate brand and city culture to promote the benign development of Metro advertising and contribute to the culture construction of our city in our country. I hope that the research can bring more attention to the planning and design of Chinese subway advertising, make more people focus on Chinese booming Metro culture and through the excellent advertising works for the public to create a more harmonious artistic enjoyment space.