随着社会的发展，公交车广告受到越来越多人的关注，但传播效果却不尽如人意。公交广告做为一种广告的载体在我们的生活中有着其独特的影响力，但长期以来人们对公交广告的认识是不够的。在中国这样一个人口大国，公交车载广告有很大的发展空间。车载广告画面中的图形、颜色、文字和板式是构成整个视觉的重要要素，要结合车体本身所具有的特点来设计车载广告。面对竞争日益激烈的媒介生态环境，我们要清醒地认识公交车载广告存在的现实问题，在综合分析市场、受众和媒体自身条件的前提下，及时淡化目前过于浓厚的商业气息，立足本土，服务市民，确立公交车载广告的正确定位，进一步挖掘移动车载广告可能具有的发展潜力。文章从公交广告的涵义及其主要内容着手，对目前公交广告发展的现状及其存在的主要问题进行剖析并寻求解决方案。
关键字： 公交车载广告；效果；创新；
Bus body advertising outdoor advertising only removable media, has a low cost per thousand advantage. In China, a country with a large population, bus body advertising has very large development space. Body advertising screen graphics, color, text and plate is an important element of the entire visual, combined with the body itself has the characteristic to design the body is wide but long-term since people on the bus advertising awareness is not enough. Facing the increasingly competitive media ecological environment, us to be aware of the existence of the bus ads realistic problem, comprehensive analysis, the audience in the market and the media their own conditions, under the premise of timely desalination at present too dense commercial breath, based on the mainland, serve the general public, establish public transport vehicle advertising the correct localization, further mining moving vehicle advertising may have potential for development. The article from the bus advertising the meaning and the main content to proceed, on the current bus advertisement development present situation and the existing problems are analyzed and solutions.
Key words: Bus advitising; Effect; Innovotion;
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第一章 公交车载广告的发展现状…………………………………………………………………. 1
1.1公交车载广告概述………………………………………………………………………………. 1
1.2公交车载广告发展现状……………………………………………………………………….. 1
1.3公交车载广告的主要类型……………………………………………………………………. 2
1.3.1车载广告……………………………………………………………………………………. 2
1.3.2车门广告……………………………………………………………………………………. 3
1.3.3投币箱广告………………………………………………………………………………… 3
1.3.4拉手广告……………………………………………………………………………………. 3
1.3.5车靠背广告………………………………………………………………………………… 4
1.3.6车内壁广告………………………………………………………………………………… 4
1.3.6车信息屏广告…………………………………………………………………………….. 5
1.3.7车内电视广告…………………………………………………………………………….. 5
第二章 公交车载广告的传播效果…………………………………………………………………. 7
2.1公交车载广告的视觉特征和表现形式………………………………………………….. 7
2.1.1车载广告的视觉特征和表现形式………………………………………………… 7
2.2各类型公交车载广告的效果对比分析………………………………………………….. 8
2.2.1影响范围……………………………………………………………………………………. 8
2.2.2引力度……………………………………………………………………………………….. 9
2.3公交车载广告的优势…………………………………………………………………………. 10
2.3.1公交车载广告的可移动性和立体传播性……………………………………. 10
2.4公交车载广告的劣势…………………………………………………………………………. 12
2.4.1城市、线路影响大……………………………………………………………………. 12
2.4.2同一广告长期投放易造成“视而不见”……………………………………. 12
2.4.3广告载体的资源受限………………………………………………………………… 12
第三章 公交车载广告的创新策略…………………………………………………………………. 13
3.1公交车载广告发展中存在的主要问题………………………………………………… 13
3.1.1产品性质和广告形式不相匹配………………………………………………….. 13
3.1.2繁多的车内广告品种广告文明程度低……………………………………….. 13
3.1.3广告投放周期过长，浪费严重………………………………………………….. 14
3.1.4广告使用的材料不够环保…………………………………………………………. 14
3.2公交车载广告的创新发展策略…………………………………………………………… 14
3.2.1线路选择上要具有针对性…………………………………………………………. 14
3.2.2车体广告的投放……………………………………………………………………….. 14
3.2.3社会道德要符合公序良俗…………………………………………………………. 15
3.2.4广告制作要精良，环保…………………………………………………………….. 15
结束语………………………………………………………………………………………………………….. 16
致 谢………………………………………………………………………………………………………….. 17
参考文献………………………………………………………………………………………………………. 18
