Abstract

In-tunnel advertising is a great, creative and innovative advertising idea. An in-tunnel advertising system consists of series of back-lit poster images to create the illusion of a motion picture advertisement screened in the train carriage window. These posters with consecutive frames of a movie are hanged out next to each other on the wall of the underground‘s tube. When metropolitan train passes through them at a certain specified speed, they form a marvelous video sequence in the train carriage window. The beauty of this system lies in its simplicity -- no electronics, flashing lights, sensors or moving parts, except for the passing train. It‘s a natural environment kind of advertising, because you have a captive audience of thousands of passengers who are looking for something to do. It is an exploratory study conducted to understand the impact of transit authorities and advertisers on decision making process. This paper intends to understand the importance of In-tunnel advertising. The research reveals that the influence of visual representation as In-tunnel advertising has the great potential to change the advertising scenario in the near future.

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