The Reason On The Audience Psychology Of Subway Advertisement In Changsha

The attitude of the audience towards subway advertisement influences the attitude of the audience towards subway advertisement products.In today's "audience standard",advertisers should not only strive for the attention of the audience,but also strive for the transformation of the audience's attention to purchasing power.All these cannot be separated from the study of the psychological attitude of the advertising audience.As a new force of "the fifth largest medium",subway advertisement has the characteristics of mobility of communication,audience's compulsory attention,uniqueness of programs and rich content and information.With the development of subway transportation,subway advertisement can easily focus a lot of attention and gradually become a quality media in the city.The author first of all,according to literature review to master the subway advertising audience psychological effect of relevant theory,on the subway advertising audience's cognitive intention,emotional intention,behavioral intention put forward in this paper,the research hypothesis.Then,a questionnaire suitable for this study was designed to be released and recycled on the professional questionnaire website(questionnaire star).Then,according to the collected data,SPSS software and EXCEL software were used to analyze and deal with the psychological attitude of changsha subway advertising audience.Finally,the conclusion is drawn,and the current situation of the research hypothesis is summarized by using the data analysis results.According to the results of empirical research,there is no statistically significant influence of different gender audiences on the attitude of changsha subway advertisement.The age of the audience has a significant influence on the advertising attitude of changsha subway.Audiences of different ages have different attitudes towards subway advertisement.The relationship between cognitive intention,emotional intention and behavioral intention of the audience is different.The frequency of audiences' exposure to advertising has a significant influence on the advertising effect of changsha metro.The length of audiences' exposure to subway advertisement has a significant influence on the advertising attitude of changsha subway.Through analysis and arrangement,the results of this study can provide good Suggestions and decision-making support for subway media operation in terms oftesting advertising strategies and improving advertising works.