Author(s)

Fan Xinrui ¹

Affiliation(s)

¹ Xi'an Eurasia University, Xi'an, Shaanxi, China

Corresponding Author

Fan Xinrui

ABSTRACT

By analysing the current communication process and existing problems of rapid transport advertising under the background of New Media, it can be shown that it's an inevitable choice for rapid transport advertising to change under the New Media environment. By following the general trends of creativity development to integrate the innovations of New Media into rapid transport advertising, the two-way communication between advertisers and their audience can be achieved through interactive advertisement experience, thus reaching their full effect. Therefore, in the New Media environment, rapid transport advertising must establish effective interactive mechanisms, accurately position their products, focus on content development, understand and grasp the needs of their audience, which is not only the best way to bring the brand closer to their audience, but also the countermeasures against the current problems.

KEYWORDS

China, New Media Era, rapid transport advertising, problems, countermeasures

CITE THIS PAPER

Fan Xinrui, An Analysis of the Problems and Countermeasures of Rapid Transport Advertising Communication in China's New Media Era. Media and Communication Research (2023) Vol. 4: 1-5. DOI: http://dx.doi.org/10.23977/mediacr.2023.040601.

REFERENCES

[1] Ye Jun. Strategy of the Interactive Advertising Originality Based on Subway Media [J]. Packaging Engineering, 2018, 39(22):77-82. 
[2] Wu Dingjun, Liu Shuhui. On Subway Advertising in Sight of "Internet Plus"[J]. Culture Industry, 2018(14):12-13. 
[3] Luo Chun. An Analysis of the Characteristics of Subway Advertisement Based on Lasswell's "5Ws" Communication Model: the Case of Net Ease Cloud Music [J]. Journal of News Research, 2017, 8(22):268-281. 
[4] Zhou Hui. The Research of Subway Advertising’s Communication Strategy [D]. Xiangtan University, 2017.

Sponsors, Associates, and Links

---

• Journal of Language Testing & Assessment
  
  
• Information and Knowledge Management
  
  
• Military and Armament Science
  
  
• Journal of Human Movement Science
  
  
• Art and Performance Letters
  
  
• Lecture Notes on History
  
  
• Lecture Notes on Language and Literature
  
  
• Philosophy Journal
  
  
• Science of Law Journal
  
  
• Journal of Political Science Research
  
  
• Journal of Sociology and Ethnology
  
  
• Advances in Broadcasting