"Priority Seat" vs "the priority seats"

Hi


Would you describe the difference between "Priority Seat" and "Please switch off your mobile phone when you are near the priority seats" in the picture below? (please click the pic to enlarge it.)


http://www.japantimes.co.jp/community/2012/03/17/our-lives/super-priority-seats-what-will-they-do/#.UjEo5xb4shw



My guess is the former refers to the name of that kind of seats in general and the latter refers to the seats themselves, on which you can actually seat. 


Thank you,

M