Research On The Strategy Of AD Communication Based On Subculture Of Youth

The young generation post 90s have been considered as social focal point when the generation after 80s didn't cause controversy in our society. Compare with the generation after 80s, they own abundant material conditions, and influence on media communications. Meanwhile, they are enthusiastic about the internet as the way of communication which can make them collect information, experience entertainment in their daily life. Accordingly, it is probable that subculture of the generation after 90s deeply contact with internet which embody their cyber culture.On the basis of topical issues and academic study on the generation after 90s, there are some summarized key words about cyber culture in the thesis.(eg:showing one's own pictures online, Martian language, net games etc.) It is observed that they confirm their self-identity, counteract and renew mainstream culture through cyber culture of the young generation after 90s.The cyber culture mentioned above indicated their own special values, aesthetic appreciation and interests, so it is figured that the content and form of the advertisement should be regulated to confirm the new group's identity and values. As for the content of advertisement, the segmentable group should take a part as an adult in producing advertisement text, which could correspond to the new group imitates adults and shows their individuality. The group likes surfing on the internet and lays emphasis on consumption, so it is considered that the marketing communications for the generation after 90s should include mainly marketing online, interactive marketing and mobile marketing.The majority of the group is the only child in their family who often persues fashion and specific character, which is different in life haits, thoughts,consumption psychology and trend, comparing with the other elder generations. Through observing the culture of the generation after 90s, the advertisement promotion should change the strategy and work out the new advertisement marketing to cater to the special consumption psychology and habits. In this way, young consumers could accept new products and advertisements in modern society full of updating information and commodities.