Author(s)

Sun Lili, Mi-Sun Lee

Corresponding Author

Sun Lili

Abstract

With the further development of rail transit, Metro has become the way of rail transit that major mainstream cities compete to develop. To a large extent, metro traffic relieves the pressure of urban rail transit and further solves the social problems brought by the rapid increase of population. Metro advertising culture is closely related to the soft power of culture and the form of cultural propaganda in today's society. In the new lifestyle, the subway advertising culture brings new atmosphere of media integration and new media industry in the future advertising market. This paper will study the Metro advertisement under the background of cultural soft power from the perspective of diversification, and systematically elaborate how to realize the dual value of corporate brand communication and urban culture brought about by the Metro advertisement effect in the process of the integration and innovation development trend of Metro New media, so as to promote the healthy development of Metro advertisement and urbanization. Construction contributes.

Keywords

Cultural Soft Power; Chinese Modernist Literature; Rail Transit; Metro Culture; Advertising Communication;