Transportation advertising

A general term for various types of advertisements that are displayed inside and outside vehicles managed by public transport organizations, at stations, on land, etc. It began in London in the 1820s, when large boxes with advertisements painted on the sides were placed on horse-drawn carriages. These advertising carriages were banned in 1853, but were revived in the 1930s in the United States as "Gosling's Shoe Cream" box carriages. In Japan, the first railway advertisement was carried out in 1878 (Meiji 11) with an in-car advertisement for a motion sickness medicine (Zhinvodan), and around 1900 (Meiji 33), a poster for the "One-Sen Steam Train" on the Sumida River also appeared. Since 1911, the Ministry of Railways has implemented unified handling of advertisements based on the "Advertising Handling Procedures and Advertising Display Regulations," which remain to this day as the "Railway Advertising Handling Regulations." The price of transportation advertisements is determined according to the number of passengers boarding and alighting. Because it is a public institution that deals with the public, there are strict regulations on advertisements related to profit or morals, and the Japan Railway Advertising Association, an organization of transit advertising companies, has established a code of ethics.

The most typical type of transit advertising is in-car advertising, which includes hanging advertisements (inside the carriage), face value advertisements (frames on the side of the ceiling), hanging strip advertisements, and transom advertisements (frames above entrances and exits). In addition, there are a wide variety of other types of advertisements, such as exterior advertisements attached to the sides or front and rear of the carriage, station advertising boards, station name signs, station stairs, posters, benches, signs erected within railway land, as well as advertisements on buses and taxis, advertisements at airports, video screens on airplanes, and advertisements on ships. In-car advertising in particular has a high attention rate and great appeal to the many passengers who travel to and from the carriages every day, as urban populations become more concentrated and commuting areas expand, and transportation facilities develop.

[Shimamori Mitsuo]

Source: Shogakukan Encyclopedia Nipponica About Encyclopedia Nipponica Information | Legend

交通機関の管理する車両の内外、駅、用地などを利用して掲出する各種広告の総称。1820年代ロンドンで側面に広告が描かれた大箱を馬車に乗せたのがその創始である。この広告馬車は1853年に禁止されるが、1930年代にアメリカにおいて「ゴスリング靴クリーム」の箱馬車として復活する。日本では1878年（明治11）に鉄道広告として、乗り物の酔い止め薬（鎮嘔丹）の車内広告を実施したのが最初で、1900年（明治33）ごろには隅田(すみだ)川の「一銭蒸気」のポスターも登場した。鉄道省は1911年以来「広告取扱手続・広告掲出規約」に基づいて、広告の統一的取扱いを実施してきたが、これは「鉄道広告取扱規則」として現在も残されている。交通広告の料金は、その乗降客数に応じて定められる。公衆を相手とする公共的機関であるため、利殖や風俗に関する広告に対する規制は厳しく、交通広告取扱業者で組織する日本鉄道広告協会では倫理綱領を制定している。

　交通広告の代表的なものは車内広告で、これには中吊(なかづ)り広告（車内吊り）、額面(がくめん)広告（天井側面の枠）、吊皮(つりかわ)広告、欄間(らんま)広告（出入口の上の枠）などがある。そのほか、車体の側面または前後に取り付けられる車外広告や駅広告板、駅名標示板、駅階段、ポスター、ベンチ、鉄道用地内での建植(けんしょく)看板、またバスやタクシーの広告、空港での広告、航空機内でのビデオ・スクリーン、船内での広告など、多種多様である。とくに車内広告は、都市の人口集中化と通勤圏の拡大、交通機関の発展に伴って、毎日往復利用する多くの乗客たちの注目率は高く、訴求効果が大きい。

［島守光雄］

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