Public buses running on Beijing"s streets are more eye-catching compared with their former dull color. 1 , five or six years ago, when many other Chinese cities began to 2 their public buses with 3 advertisements, Beijing remained unmoved, allegedly 4 of consideration for maintaining the stately grace of the capital.
But Beijing"s "lofty posture" did not 5 long under the pressure of the market economy. Since 1993, most public buses have been 6 with brightly colored ads, many featuring 7 images.
Public transportation companies were the first group 8 from the move. The No. 300 Bus alone has annually 9 4 million yuan of ad earnings to its company. At the same time, business people are happy to find a comparatively cheap, 10 widely influential, advertising medium.
Advertising on buses, a form quickly accepted by Beijing residents, adds a new 11 line to the city, instead of 12 the capital"s image.
The Chinese attitude towards advertisements has changed greatly. 13 from sight for a long period, commercial ads reappeared in 1979, but they were 14 .
Today, however, advertisements are 15 entering daily life. More and more urban residents are becoming accustomed to 16 shopping information in this way. 17 recent years, the Beijing TV Station has 18 an advertising program, TV Market. The diverse, 19 forms and practical contents have enabled it to gain high ratings.
Advertising is no longer considered non-essential. It is now a major part of the tertiary sector, 20 special government attention.