A Study On The Audience’s Emotional Experience Of H5 Advertisement Narrative

At present,with the development of digital advertising,H5 advertising has the problem of blindly pursuing technological novelty and "form is greater than content".Some scholars have conducted research on H5 advertising content from the perspective of text narrative techniques and audience emotional experience,but there is still a tendency to "flatten" the selection of case samples,"fragmentation" of setting the perspective of narrative problems,and the complexity of emotions themselves in the study of emotional experience.In view of the above research deficiencies,this paper takes the analysis of H5 advertising narrative techniques as the starting point,takes user emotion theory as the basis,and uses content analysis and case analysis to first summarize the H5 advertising prose culture narrative model,and then analyzes the audience emotional experience of H5 advertising prose culture narrative from three levels: instinctive layer,behavior layer and reflection layer,and plans the logical relationship between H5 scattered culture narrative and audience emotional experience,so as to find a way to improve the quality of H5 advertising content.The full text is divided into four main sections.The first part introduces the research background and theoretical basis,and proposes the research framework.The second part is the study design: the first step is to define the research sample,i.e.the H5 advertisement of the prose cultural narrative;The second step is to select a specific case;The third step is to establish the category list of H5 advertising prose culture narrative according to the theory of audience emotional experience,so as to study the impact of this narrative technique on the emotional experience of the audience.The third part is the focus of this paper,which analyzes the multi-level emotional experience of H5 advertising prose culture narrative instinct,behavior and reflection layer.The instinctive layer analyzes the audience’s emotional experience of H5 advertising prose culture narrative elements,and summarizes the H5 advertising prose culture narrative elements: multi-pattern,cold color and similar color matching,keyword font bold and enlargement,scattered focus page layout and emotional page texture,which produce pleasant,calm,attractive,relaxed and warm emotional experience respectively;The behavioral layer analyzes the emotional experience of H5 advertising prose culture narrative short story and overall big story narrative structure,and summarizes the page short story narrative structure with written narrative style,second-person narrative perspective,perceptual telling,audience use of APP,dynamic and clear narrative context,which respectively produce direct,substitution,step-by-step,life-oriented,and experienced emotional experiences.Secondly,by summarizing the sample page relationship diagram and narrative model diagram,the linear narrative structure of the overall big story is summarized and analyzed to bring the audience a unit-drama-style emotional experience.Combining the narrative elements of the instinct layer and the narrative structure of large and small stories in the behavioral layer,the emotional experience of the reflection layer is analyzed: the associative emotional experience of the reproduction of the life scene,the emotional experience of identity that resonates,and the satisfying emotional experience of obtaining information.The fourth part summarizes the whole research,and believes that the H5 advertising prose culture narrative not only has a relatively complete narrative structure,but also allows the advertising audience to produce a multi-level emotional experience set by the advertising provider through the flexible arrangement of narrative elements and page narrative structure,which is conducive to the dissemination of advertising information and the achievement of advertising purposes.