The Study Of Subway Advertising

Subway advertising, belonging to outdoor advertising and enjoying an uprising trend in expense in recent years, has a quite different from other kinds of medias and has its own developing space.This article firstly defines the subway advertising from its conception, then classifies them base on type, position, form of media and expression and summarizes its property accordingly.According to the study conducted by the author, acceptors'attention is quite limited on a single subway advertisement. On the other side, aisles, platforms are the places can get more public eye sights. The main reasons why the advertisements can attract people's attention fall on following factors——picture, new ones, and position. Without intended hints, people's memory of advertisements is slim. Mobile TV, lamp cases and wall advertisements are apt to attract public attention. No matter what kind of advertisements, only when their contents, expressing way match the requirements of target consumers, can they generate good memory in people's minds. The effect is not so distinct for subway advertisements in promoting acceptors to increase consumption. Celebrities in advertisements must be in line with the quality of the commodities, then can he improve the effect of advertisements he speaks of. Gender difference also has a certain influence on advertisement effect. Male prefer the commodities that can optimize life, however, female prefer the commodities that can beautify life. The semi-closed space, basically fixed acceptors and coexisting of all kinds of medias are the qualities of subway advertising. Position, form, combination of medias, creativity, inputting volume, commodities property and the noise during the transmission all are factors which can influence the effect of advertisements. Meanwhile, process of memory, environmental effect, start of transmission– importance of attitude, optional attention and optional understanding are acceptors'psychological factors. Subway advertising should seek for further developing in form and scientific quality.