Chongqing Rail Transit Advertising And Its Innovation In The New Mdia Horizons

Advances in digital technology, network technology, mobile communications technology and other new media technology have broken the barriers to varies of media, create the situation of media collaborative development, have effect on people's perceptions and attitude imperceptibly, creative minds of advertising should also be change. Rail transit as a modern space where are a variety of media and a number of population resources, it is worth to thinking about how to use the space and resources.In this paper, we extract advertisements of five transfer stations in Chongqing Rail Transit from the second half of 2015 to analyze by content analysis. Study shows advertising content and forms are similar in the five stations. Advertising forms include posters, light boxes, wall stickers, entity displays, whole body advertising, Passenger Information System and so on, the links between advertising with the Internet and mobile Internet are increasingly close, these form a micro-media community. The majority of the advertising content are corporate image advertising, advertising focus on overall propaganda and depict the brand image,which also contains a number of Internet companies and mobile APP.The advertising of Chongqing Rail Transit are lack of interactivity and experience, some advertising can't be scanned for positions, some advertising space are inviting Business.In this study, we use "Discourse-Image-Meaning-Tao" which is Chinese semiotic model to analyze the series of "Chongqing·Different ways and same wonderfulness" advertising and " Shanghai·Never ending Expo subway" advertising. We can use philosophy and art to improve the quality of advertising, make it meet the public spiritual needs, open the innovative minds and explore how the subway advertising play a effective role in new media age. Thus we can make passengers feel more comfortable, enhance the publicity of the subway advertising and create greater benefits.The advertising of Chongqing Rail Transit deeply show the status of media convergence, Advertising innovation should start from the audience's perception, focus on integrity, interactivity, experience.