The Native Advertising Of "Elegant Lady" Reading Glasses In Application Of Micro-blog

This graduation design has focused on the native advertisement of Elegant Lady’ spresbyopic glasses in micro-blog. It is also a Spring-Festival proposal titled New Spring,Elegant. At present, many brands of presbyopic glasses in the Chinese market are featured bythe dull style and single category. Elegant Lady has not only engaged in the eye care but alsoprovided the custom-made services for those mid-aged and old women. The presbyopic glasseswith diverse style and unique personality will bring good news to those women suffering fromeye diseases, further liberating their personality and pursuing a high-quality life. As an emergingbrand, Elegant Lady is less known compared with many other brands. Hence, further effortsshould be made to strengthen the promotion, establish a positive brand image as well as expandthe influence among the public. By highlighting the feature of being elegant and custom-made,this paper has made use of the advertising proposal and visual design during the period ofSpring Festival so as to enhance the expressive force and user’s recognition of the brand. Thispaper will also elaborate on the planning and realization of the native advertisement of ElegantLady.This first part is devoted to survey report which consists of market survey, audienceanalysis, current situation of native advertisement in China as well as case analysis. Firstly, themarket survey is aimed at the understanding of presbyopic glasses, shopping habit and thewillingness of purchasing for the old parents among the online audience. Secondly, theone-to-one consulting targeted at the audience in the form of interview has been carried out. It isalso closer to the living habit of the consumers and thus can better observe the psychologicalneed of those online consumers. Thirdly, given that those pioneers have already made attemptsat the native advertising, the data analysis on the industrial tendency in China has been made soas to better design the native advertising. Lastly, the high priority is given to the case analysis.Based on the actual case, further efforts have been made to research how the native advertisingsurvives in various network environments.The second part is the research report on the literature. It has focused on the current situation of academic research on the native advertising. By collecting the extensive viewsand materials, it has also offered a deeper understanding of native advertising. Those usefulviews, such as the definition, feature, limitation and outlook, have been collected, thereforeproviding instruction for the design.The third part is the report of practical design. It has made a detailed description of thewhole design process. To be more specific, it has detailed the market basis and theoretical basisas well as elaborated on the creative concept and operational scheme of the whole design.Besides providing a clear and complete record of design process, it has also combined thelong-term launch with the short-term feature, there increasing the network impetus of NewSpring, Elegant.The fourth part is the evaluation on the foregoing work and the reflection on the wholedesign process. It has also made a comprehensive evaluation in terms of design concept,creation ability and social benefit. To conclude, this graduation design has offered a greatopportunity to finish a mature work independently, improve the ability to plan and design aswell as promote the knowledge on native advertising.