INTEGRATING CULTURAL NARRATIVES INTO SUBWAY ADVERTISING: ENHANCING URBAN IDENTITY AND BRAND PERCEPTION

This research reviews the potential of metro advertising as a medium for showcasing urban culture and facilitating cultural exchange. First, it introduces the significance of metro advertising as a carrier of cultural communication, emphasizing the practical value of exploring the use of cultural symbols, regional characteristics, and city branding strategies. Subsequently, the theoretical frameworks are systematically reviewed, focusing on the design challenges in multicultural contexts, particularly the effective use of cultural symbols to ensure clear communication and avoid cultural misunderstandings. Based on an analysis of domestic and international research, this study further examines the role of metro advertising in promoting intangible cultural heritage, enriching cultural experiences, and enhancing cultural identity. Finally, integrating advancements in digital technology and interactive formats, the study proposes future trends and innovative approaches for metro advertising to foster urban cultural identity. This research aims to provide a reference for metro advertising design and cultural communication studies, offering new insights into strengthening urban cultural identity.