Research Of Interactive Design In Public Transport Advertising

The importance of Chinese public transportation is determined by the large population of China. Atthe same time, it gives new opportunities and development spaces for public transport advertising. Urbanpublic transportation, as an indispensable infrastructure, transports people to participate in variousactivities, while it is the also a highly personalized and can`t be ignored new propaganda media foradvertising industry. Visual elements consisted by the Urban public transportation are demonstratedeverywhere in cities. This situation not only gives more opportunities to designers, but also gives muchhigher requirements to them. Meanwhile, interactive design makes the information transmission byvisual advertisement more effective since advertising changed gradually due to the impact of new mediatechnology. Therefore, the advertising market is been occupied gradually by interactive publictransportation advertisement.This paper attempts to break through the traditional mode of public transportation advertising andresearches a new form of advertisement which adding interactive advertising elements in traditionalpublic transportation design. The study is targeted at the definition and classification of publictransportation advertising and analyze the differences of propagating characteristics between itself andothers. At the same time, researching the features and background of interactive advertisement bychoosing interactive design as an entry point, and analyzing the development of domestic andinternational public transportation advertising deeply by field research. Finally, summarize the currentsituation and issues of public transportation advertising at this stage. Analyzing the components of publictransportation advertising from the media, the audience needs and symbols, and summarized threeeffective ways of interactive and creative design according to audience needs and two-waycommunication of interactive advertisement: Sensory interactive design, experiential interactive designand contextual interactive design.Eventually, through research and analysis, summarize the experiential advantages of interactivepublic transportation advertising, and analyzing the application prospect of interactive design in thefuture. Interactive public transportation advertising is relatively backward in China at this stage. As adesigner, we should always consider the physical and mental feeling of audience, take advantage ofdomestic conditions. In this way, the interactive advertisement will be developed and the environment ofurban public transportation advertising will be optimized. The ultimate purpose of this thesis is trying tofind a way to establish a new interactive mode between advertisements and audiences, and thenmaximize the benefits of propagation.