张静 温广斌 高静文

The Communication Effect， Shortcomings and Optimization Path of Nanchang Subway Public Service Advertisement

Zhang Jing Wen Guangbin Gao Jingwen

Abstract： With the gradual improvement of the subway network， the public welfare value of subway advertising has become more prominent. Nanchang entered the subway era in December 2015. After more than four years of development， the subway media has become an important part of the “Nanchang Public Welfare Communication System”. At present， Nanchang Metro Public Service Advertisements are not very effective at the level of audience perception， and they produce better results at the level of audience attitudes and behaviors. At the same time， there are insufficient advertising positions， lack of advertising creativity and interest， and the interaction between advertising and audiences. Weakness， the advertising theme does not meet the needs of the audience and other shortcomings; in response to these problems， the optimization path of Nanchang Metro Public Service Advertisements is proposed： integrating media resources， optimizing placement; digging into regional characteristics and integrating Nanchang culture; relying on technological innovation to enhance interaction Experience; content keeps pace with the times， attracting the attention of the audience; introducing commercial subjects to stimulate creative vitality.

Key words： Subway advertisement; Public service advertisement; Communication effect; Optimized path

作者简介：张静，中南财经政法大学副教授，研究方向：文化传播，传媒管理。温广斌，中南财经政法大学新闻与文化传播学院硕 士研究生。高静文，中南财经政法大学新闻与文化传播学院硕士研究生。

课题项目：本文系部校共建创新团队《荆楚文化符号与形象传播研究》阶段性成果。

文章引用：张静，温广斌，高静文.地铁公益广告的传播效果、不足及优化路径——基于南昌地铁公益广告效果的调查[J].中 国新闻评论，2021，2（2）：62-78.

https：//doi.org/10.35534/cnr.0202005

摘 要：随着地铁网络逐渐完善，地铁广告的公益价值愈发凸显。2015 年12 月南昌进入地铁时代， 地铁媒体经过四年多的发展，已经成为“南昌公益传播体系”的重要组成部分。通过调查发现， 目前南昌地铁公益广告在受众认知层面产生的效果不佳，在受众态度与行为层面产生的效果较 好;同时存在广告投放位置不够合理、广告创意与趣味性较缺乏、广告与受众的互动性不强、 广告主题未满足受众需求等不足之处。对此本文提出南昌地铁公益广告的优化路径：整合媒介 资源，优化投放位置;深挖地域特色，融入南昌文化;依托技术创新，增强互动体验;内容与 时俱进，吸引受众注意;引入商业主体，激发创作活力。

关键词：地铁广告;公益广告;传播效果;优化路径

Copyright ? 2021 by author （s） and SciScan Publishing Limited

This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

https：//creativecommons.org/licenses/by-nc/4.0/

公益广告是为公众利益服务的非商业性广告，旨在以倡導、警示等方式来传播某种公益观念， 促进社会精神文明的建设a。它被视为社会道德教化、影响人们价值观和行动的公益传播手段。……