创意地铁广告(精品·公开课件).pptVIP

Subway advertising originality 2010级现代广告设计 黄如 创意地铁广告 From the moment the morning news begins. we’re bombarded by corporate design and promotion. It’s telecast from the 30-second TV spot, shines from the pages of glossy brochures and magazines, jumps off our mail, attaches itself to packages and Subway advertising. 从早间新闻开始，我们就会被各种公司的广告和促销轮番轰炸：电视上的30秒广告，在光滑的小册子和杂志上闪耀的广告，邮寄广告和附在包裹上的广告，还有地铁广告。 Subway systems are a perfect location for advertisements for two reasons: one, commuters spend a lot of time within them; and two, potential customers are held captive, either waiting on the platform or squished on the train just looking for an excuse not to make eye contact with the person next to them. 把地铁视作广告的黄金位置有两个原因：第一、消费者会花很长时间在地铁中；第二、潜在客户们就像被“困”在地铁当中，不是在站台上等着就是在车厢中挤成沙丁鱼，这些时间当中，人们总是会找点什么看看，来避免和旁人的目光接触。 We’ve found some advertisers who’ve thought of some pretty creative uses of this underground space. View all five examples after the jump. 我们发现一些优秀的广告人已经将这些地铁空间用极具创意的想法利用起来了。接下来就看看这5个优秀的案例吧。 This ad is so clever because it’s hardly an ad in the traditional sense. Above, Ikea has become a part of the subway car itself. We know we’d rather sit on a colorful, plush couch than a rigid, plastic bench that becomes less forgiving to our bottoms the further we travel. 这个广告很是聪明，几乎改变传统意义上广告的含义。就像上面图中看到的，宜家的沙发已经变成了地铁车厢的一部分。大家肯定会选择坐在一个色彩鲜艳舒适的沙发上，而不是僵硬的塑料长凳上，像这样从“底部”开始的享受也会让未来的旅行都更难忘啊。 Just like the couches inside the subway, Ikea also put some on the platform. It’s like waiting for the train in your living room. The only downside here is that we’d imagine the couches get pretty gross pretty quick. Accidents happen, and not every city dweller makes hygiene a top priority. 宜家不仅在车厢里放沙发，也在站台上面放，这样就能让人感觉是在卧室里等地铁了。唯一的遗憾是我们可以想象这些沙发什么的肯定很快就会被坐得磨损了。这样的事情总是要发生的，不是每个市民都把卫生条件视作第一位的。 This one targets those who feel emotional comfort from physically holding a beer. If that’s you, it might mean you just had a hard day at the office; it might also mean you’re developing