Research On The Dissemination Characteristics And Problems Of Public Service Advertising In Shanghai Metro

Public service advertisements advocate a positive lifestyle,convey mainstream values to people,guide people to pay attention to social problems,and promote the development of urban spiritual civilization.Subway not only facilitates the transportation of urban residents,but also provides new media resources for advertising.Public service advertisements in subway space can spread public service concepts to tens of millions of passengers every day,create a good public service atmosphere,and shoulder the responsibility of promoting the spread of urban culture.The development level of Shanghai's subway is the first in China,so its subway advertisement should play a certain role in both content and form.The study of Shanghai subway public service advertisements can not only find the communication characteristics and problems of Shanghai subway public service advertisements,but also put forward corresponding Suggestions for the problems,which can also be used for reference for the development of subway public service advertisements in other cities.To explore the Shanghai metro transmission characteristics of public service ads and the existing problems,and during October to December 2019,selected representative five subway station in Shanghai investigation and analysis of public service ads.The article using the field research method,content analysis and interview method for Shanghai metro first overall distribution characteristics of public service ads,and the management pattern were analyzed,and then spread from the spread of public service ads subject,content,medium three aspects to explore the transmission characteristics of Shanghai metro public service ads.The study found that the proportion of Shanghai subway public service advertising in the overall subway advertising is small,and the coverage of subway public service advertising in different urban circles is significantly different.Specifically,in terms of transmission,the most number of public service announcements government agencies,played a guiding and exemplary role,the "issued by the enterprise advertisement content quality is higher;In terms of communication content,environmental public service advertisements and public moral public service advertisements are the most common ones.The appeal mode of public service advertisements is closely related to its theme.The publisher will strengthen its influence on the audience by repeatedly displaying the content of public service advertisements.In terms of communication media,most of the subway public service advertisements are only shown in the form of light box advertisements,and they fail to make full use of the abundant media forms of subway space.The author believes that Shanghai,as an international metropolis,has a complete subway line development and rapid development of subway advertisements in various forms and with rich creativity.Although subway public service advertisements are also in the period of rapid development,there are still some problems such as the relatively small number of subway public service advertisements on the whole,the lack of diversified release subjects and contents,the difficulty in "oral" publicity,the low frequency of replacement,and the difficulty in evaluating the effect.Based on the study of the above problems,this paper aims to discuss the current situation of the development of Shanghai subway public service advertising,summarize its communication characteristics and problems in the communication process,and put forward practical Suggestions,which can also provide reference for the development of subway public service advertising in other cities.