Research And Application Of Digital Advertising Design Of "Xianting" Restaurant Brand

The catering industry has always been an important part of the development of human history.With the development of information technology,all kinds of catering brand advertisements also emerge in an endless stream.The arrival of the digital age means that users have more diversified ways to receive information and adapt to the digital age.Therefore,the digital advertising of catering brands is studied from the following aspects:Through the analysis of the current situation of catering brand advertising and the characteristics of digital advertising,digital advertising is applied in catering brand advertising strategy,and extended to design practice;Through literature analysis and case study,the design principles and specific types,applications and advantages of digital advertising are analyzed and summarized.After defining the design principles of digital advertising,combined with the case of "Xianting" catering brand,respectively from the brand interpretation,product analysis,user analysis to establish the early brand strategy,at the same time based on Maslow’s demand theory insight into the interest point,to clarify the purpose and strategy of "Xianting" catering brand digital advertising design;Based on the precise benefit points of the brand,with the purpose of increasing the profit percentage of the case brand,the practice design of creative content is carried out,and the specific media technologies are IP image,dynamic emojis,dynamic graphic posters and peripheral derivatives,in order to improve the exposure of "Xianting" catering brand and increase the number of users.Finally,aiming at the problem that there are few researches on digital advertising of catering brands in China,this paper hopes to provide practical reference for similar researches,enrich the design theory of catering brand advertising in the era of digital media,and accumulate more materials for such researches.