| The subway plays an important role in urban public transportation.It is not only a major means of transportation for urban residents,but also an advertising carrier.The huge and stable passenger flow,semi-enclosed advertising space and rich and diverse advertising expressions make subway advertising an important part of the outdoor advertising market.As one of the manifestations of subway advertising,subway tunnel video advertising has attracted the attention of more and more audiences and advertisers with its novel and unique advertising position and creative and interesting manifestation,and has great commercial value.Subway tunnel advertising not only carries its own commercial value,but also is an important carrier for the innovation of subway advertising presentation.Targeted research on the communication characteristics and effects of subway tunnel video advertising can,on the one hand,help identify some problems in the current subway tunnel advertising communication,put forward corresponding improvement suggestions and provide reference for advertisers’ advertising;on the other hand,it can help promote the transformation of subway tunnel advertising media digital operation and enhance the media competitiveness and influence of underpass tunnel video advertising.This paper introduces the concepts and advertising principles related to subway tunnel video advertising,and systematically conducts communication research on underpass tunnel video advertising.With the help of the Laswell 5w communication model of communication science,the characteristics of the communication subject,communication content,communication audience and communication media of subway tunnel video advertising are summarized through the content analysis method.Specifically,in terms of communication subjects,corporate releases dominate,with a rich variety of categories,while government and social group releases are concentrated in the field of public welfare advertising;in terms of communication content,attention ads dominate,content-based ads are increasing,and rational appeal ads dominate;in terms of communication media,it has the media characteristics of unique advertising location,accompanying communication path,complementary with mobile Internet,and compatible with media technology.In terms of communication audiences,the number of audience groups is large and precise.Through questionnaires and in-depth interviews,we understand the communication effects of the underpass tunnel video ads,including the audience’s cognitive and action effects on them.Finally,based on the analysis of the previous study,we point out the problems of low resource utilization efficiency,insufficient content creativity and weak interactivity of subway tunnel advertising,and propose corresponding solution strategies.Compared with other forms of subway advertising,subway tunnel video advertising still has much room for development and progress.The purpose of this paper is to study the communication characteristics of subway tunnel video advertising,investigate and explore its communication effects,point out the problems in the process of advertising communication,and put forward some feasible suggestions to provide reference for advertisers’ advertising and promote the sustainable development of the underpass tunnel advertising industry. |
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