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Advertising that adds to the pleasure of travel
By Pan Zheng |
May 25, 2009, Monday
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Print Edition
Print Edition
THE subway has become more and more important in people's daily lives. Along with its development, subway culture also naturally appears.
In 2001, the famous Taiwanese cartoon painter Jimi's work "Subway" was sold over 60,000 copies just one month after it was published.
"That year, when my angel said goodbye to me at the entry of subway, my world turned dark gradually. On my 15th birthday, an autumn morning, with dizzy outside, I stepped into the subway."
The cartoon story takes the subway as its background and was later turned into a movie.
In a more directly expressive style, subway advertisements also play an important role in the culture. On one hand, beautiful and colorful advertisements can decorate the whole environment. On the other hand, because the subway has a comparatively limited space, passengers are more likely to notice these advertisements.
Crowded, stressed and anxious passengers will often form a real dislike to some advertisements, especially those lacking originality. According to a survey of Beijing's subways by the International Advertisement Magazine, more than 71 percent of passengers notice a change of advertisements in the subway.
The survey also showed that 63.4 percent read the titles and pictures of the advertisements and 27.4 percent will read them very carefully. Fewer than 10 percent will ignore the advertisements. With such overwhelming public observation, perhaps more attention should be paid to the making of subway advertisements.
I used to see a video advertisement on Metro line 4 - it was a picture with different animals in it. But when anyone got close, the animals retreated to the corner. "The existence of human beings is forcing them into a corner." A creative advertisement like this impresses people.
But it's not easy to create advertisements like this. A lot of technological difficulties have to be overcome. At any rate some "cheap" creations can also surprise passengers. For example, when the train is running, advertisements on the walls outside flicker past just like pages, one after another. If we just try to catch every single picture as the train moves the effect is like watching a movie.
While those companies want to earn their money with advertisements, we can enjoy the fun for free. The natural scenes we pass through enrich our trip, and the advertisements brighten the tunnels.
In 2001, the famous Taiwanese cartoon painter Jimi's work "Subway" was sold over 60,000 copies just one month after it was published.
"That year, when my angel said goodbye to me at the entry of subway, my world turned dark gradually. On my 15th birthday, an autumn morning, with dizzy outside, I stepped into the subway."
The cartoon story takes the subway as its background and was later turned into a movie.
In a more directly expressive style, subway advertisements also play an important role in the culture. On one hand, beautiful and colorful advertisements can decorate the whole environment. On the other hand, because the subway has a comparatively limited space, passengers are more likely to notice these advertisements.
Crowded, stressed and anxious passengers will often form a real dislike to some advertisements, especially those lacking originality. According to a survey of Beijing's subways by the International Advertisement Magazine, more than 71 percent of passengers notice a change of advertisements in the subway.
The survey also showed that 63.4 percent read the titles and pictures of the advertisements and 27.4 percent will read them very carefully. Fewer than 10 percent will ignore the advertisements. With such overwhelming public observation, perhaps more attention should be paid to the making of subway advertisements.
I used to see a video advertisement on Metro line 4 - it was a picture with different animals in it. But when anyone got close, the animals retreated to the corner. "The existence of human beings is forcing them into a corner." A creative advertisement like this impresses people.
But it's not easy to create advertisements like this. A lot of technological difficulties have to be overcome. At any rate some "cheap" creations can also surprise passengers. For example, when the train is running, advertisements on the walls outside flicker past just like pages, one after another. If we just try to catch every single picture as the train moves the effect is like watching a movie.
While those companies want to earn their money with advertisements, we can enjoy the fun for free. The natural scenes we pass through enrich our trip, and the advertisements brighten the tunnels.
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