摘  要：作为六朝古都的南京是而今一众二线都邑先进者，同时由于前几年亚青会、青奥会两大盛况的创办，城市轨道的建设一直处于不断上升的趋势状态，直到现在数十条线路的陆续开通运营，南京地铁正处于整体全面升级中，这意味着它的未来充满了新的挑战与机遇。南京作为全国第五个开通地铁的文化城市，其地铁广告存在其独特价值，无论从商业层面还是文化层面，都值得我们去分析探讨。正因为南京地铁逐渐呈现出各式各样的媒介环境与精彩纷呈的媒体资源，此时如何借由现有的地铁广告来为南京文化做宣传推广、为南京城市塑造良好形象是一项重大决策问题，这不仅仅需要众多城市建设者和运营者的共同努力，作为南京人文城市的直接受益者，这也是我们每个人应该尽到的职责与义务。本文旨在讨论南京地铁广告的独特价值，从研究其丰富的形式与百变的内容着手，将整个南京轨道交通的文化与价值展现出来。

同时，这近十几年来地铁在国内逐渐普及，很多国际大都市现在都拥有完整全面的地铁线路，例如北上广深等城市，他们的学术研究也更为完善全备。就目前状况而言，南京地铁的发展趋势良好，目前共有7条线路正在运营；随着城市化的不断建设，仍有多条路线正处于施工规划中，关于南京地铁广告的相关研究也就自然没有那么详细，但不可否认的是南京地铁广告本身的独特价值非常值得去挖掘和探讨，本文将以此为主旨浅析南京地铁广告的独特价值，同时找出其优缺点并提出建设性意见，以促进它日后更好的发展，与南京广告共同繁荣前进。

关键词：南京地铁广告；独特价值；优劣势

ABSTRACT：Nanjing, the ancient capital of the Six Dynasties as a leader in the second city now, plus the 2013 Asian Youth Council and the 2014 Youth Olympic Games will be two events held in city rail transit construction is steady, thirteen subway lines will be opened, the development space of Nanjing subway is escalating. Nanjing subway advertising is full of new challenges and opportunities. At present, the Nanjing subway advertising has shown a variety of media environment and rich and colorful media resources, at the same time as the fifth Nanjing subway culture city, the subway advertisement has its unique value, both from the commercial level and cultural level, are worthy of our study. How to make good use of subway advertising to promote Nanjing culture, shaping the image of the city of Nanjing is not only the City builders and Metro operator responsibility, and advertising media and the Nanjing public obligations, because we are all participants and beneficiaries of this culture.

Nanjing subway has become the backbone of urban transportation, the form of subway advertising is perse, the content is varied, and it has the actual effect and the unique value of what is the core issue of this paper is to discuss.

At the same time, the subway is only in recent years and some things in the domestic popularity, now has the subway line and complete is also the international metropolis, such as Beijing、 Shanghai、 Guangzhou and Shenzhen, they also have academic research all relatively perfect.For the Nanjing subway, the good development trend, the current total of 7 lines are in operation； there are multiple routes in the construction planning, related research on Nanjing subway advertising is naturally not so detailed, but the unique value of Nanjing subway advertising itself is worth mining and discussion, this article will take this for the purpose of Nanjing subway advertising, and find out their advantages and disadvantages and puts forward constructive suggestions to promote it on better development, progress and prosperity of Nanjing advertising.

Key words：Nanjing subway advertising； unique value； advantages and disadvantages 浅析中国地铁广告的独特价值以南京地铁广告为例:http://www.youerw.com/xinwen/lunwen_205244.html