About bus advertising

Whether bus advertising will be completely "banned"

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Recently, it was reported that the relevant departments of Wuhan City, Hubei Province have issued regulations: "On the front and rear windshields, side windows and vehicle front, waist and tail plates of public transportation vehicles No advertisements are allowed in the bus compartment; only standardized public service advertisements are allowed in bus compartments, and no commercial advertisements are allowed. ”

In fact, similar regulations have been issued in some other places: Xuzhou, Jiangsu Province requires that. Public service announcements should be no less than 10% of bus body advertisements; Shanghai stipulates that advertisements are allowed to be posted on both sides of the bus body and at the rear of the bus, but they must not block lights, passenger doors, side windows, tail signs and route signs... …

Obviously, the introduction of these restrictive regulations is somewhat related to the current excessive advertising on buses, which has aroused resentment among some citizens. Some people have raised questions: Will the relevant departments completely ban bus advertising in the next step?

Bus advertisements are annoying

According to the reporter’s observation, bus advertisements are roughly divided into three categories: window advertisements, car body advertisements, and banner advertisements in the carriages.

The contents of the car window advertisements are diverse: ××Shenbao, ××Baifeng Pills, ××bean yogurt, ××school... some of them are really unacceptable. A reporter recently took Beijing's No. 308 bus and found an advertisement for "×××Cemetery" in the carriage - facing the door, passengers could see it as soon as they got on the bus. A passenger said to reporters when getting off the bus: "Just pretend you didn't see it, otherwise it would cause traffic jams!"

Compared with car window advertisements, car body advertisements are not only larger in area, but also brightly colored. However, the color matching of some bus body advertisements is inconsistent and makes people feel uncomfortable. For example, the sides of a certain bus are green-based advertisements for "Ginkgo Tea", but the front and rear of the bus are painted with red stripes - red and green, which makes people feel dazzling and awkward. Some passengers are worried that buses with extremely uncoordinated colors will damage the image of Beijing as a metropolis.

Another drawback of car body advertising is blocking the windows. On both sides of a bus in Beijing, the pattern of high-rise buildings in real estate advertisements extends from the bus to the windows, completely covering the originally transparent windows; while on the rear of another bus, the pattern of three An advertisement depicting a tired man sitting on a bench covers the entire rear window...

Compared with the inconsistent colors and blocked windows, the advertising area of ??some buses is The signs are too large and the colors are too dazzling, making it difficult for passengers to see the route signs clearly, which directly causes trouble for passengers when taking the bus. Gongzhufen is one of the intersections of Beijing's bus lines. About thirty or forty buses pass or stop here. The reporter found here that, except for a few buses, most of the bus bodies were painted with large-scale and dazzlingly colored advertisements, and the route signs were submerged in the advertising patterns, making it difficult to see clearly. As a result, passengers often ask the conductor eagerly while holding the door: "Which bus is this?"

Banner advertisements in the carriages also cause dissatisfaction among some passengers. Some passengers told reporters that the height of the windows was just right for passengers standing in the car to see the scenery outside the window, but once the banner advertisement was hung up, it was equivalent to a 20 cm height reduction of the windows, preventing passengers from observing the situation outside the car. Some passengers It often happens that passengers miss the station or get off early. The reporter noticed that most of the banner advertisements hanging in the compartments of Beijing’s No. 300 buses were torn down by passengers within a few days of hanging them.

Is bus advertising infringing?

Some higher-end long-distance buses in Beijing are equipped with TV sets to play programs to passengers during operation. This was originally a good thing, but it also caused dissatisfaction among some passengers - in addition to TV programs, the bus company's own advertisements were played most of the time, and they were played over and over again.

Therefore, many passengers pointed out: It is our right to buy tickets and take the bus to enjoy the beautiful scenery through the bus windows. But now, not only are there advertisements on the windows blocking our view, but we are also forced to watch TV advertisements; bus companies Is there any suspicion of infringement in doing so?

A lawyer from Beijing Huiyuan Law Firm responded to reporters on this question: "Passengers buy tickets, which are freight charges. The bus company's obligation is to safely transport passengers to their destination within a certain period of time." As long as the advertisement is approved, there is no illegality. At least now, our country’s laws do not support such lawsuits.”

Some people love bus advertisements.

Yes. Reports say that Wuhan and other places have made some restrictive regulations on bus advertising, which have been welcomed by citizens. But how will citizens react if commercial advertising on buses is further banned?

Yuan Tieyang from the Beijing Advertising Association believes that good bus body advertising beautifies the city. He said that bus advertisements in my country first appeared in the 1980s. The emergence of bus body advertisements has changed the past shortcomings of bus body colors being too single, adding a "flowing scenery" to the city.

For advertisers, bus advertising is cheaper than TV advertising and newspaper advertising. According to a salesperson from a Beijing bus advertising company, the most expensive annual cost of bus body advertising is only 100,000 yuan per vehicle. Even this highest price is less than 300,000 yuan per 30 seconds for a TV advertisement and 300,000 yuan for a newspaper advertisement. The price of 30,000 yuan per fence is still much cheaper.

A total ban, or guidance and regulation?

Relevant people pointed out that although the current bus advertising has some shortcomings, it does have its rationality; a simple "total ban" is neither legal nor scientific.

Yuan Tieyang of the Beijing Advertising Association believes that bus advertisements, known as "moving landscapes", should have the cultural taste of the city where they are located; therefore, more efforts should be made in advertising creativity.

As for the content of bus advertisements, relevant experts and scholars believe that healthy and civilized slogans should be promoted. For example, they gave an example of a bus advertisement that read: "Do you know the taste of 'clear mouth'?" The so-called "clear mouth" here refers to a refreshing throat lozenge. But some people may misunderstand it as "kiss". Experts and scholars pointed out that there are currently many practices in bus advertisements that use "word games" to deliberately tease and imply the audience. They called on bus advertising creativity to not pollute public order and good customs.

The reporter learned from the Advertising Department of the Beijing Municipal Administration Committee that in August this year, Beijing issued the "Planning Standards for Outdoor Advertising Facilities", rectified outdoor advertising, and stopped approving bus advertisements. ; In the next step, the content, color, area size and design of bus advertisements will be rectified and standardized.

Insightful people pointed out that the "total ban" approach can indeed eliminate advertisements with vulgar content and inappropriate forms, but this approach must be based on the sacrifice of social and economic benefits and is not a foolproof strategy. . The key to solving the problem should not be a "total ban", but active guidance and rectification of regulations, so that bus advertising can truly become a "moving scenery" in urban people's lives.