Research Of Micro-blog Advertising Communication Based On Youth Subculture

Micro-blog has made the advertisement dissemination way reversed: fromtraditional One-way communication to a unidirectional way,and people has beeninvolved in the advertising interactive communication. At the same time, tomicro-blog as carrier, various creative youth subculture began to grow and spreadrapidly. Youth subculture such as KUSO, fan culture, graffiti culture are distinctiveindividuality and creativity in micro-blog’s vast ocean of information.It can causethe attention and spread quickly to youth as the youth is the main body of themicro-blog users. The huge youth users of Micro-blog and the attractivecharacteristics of youth subculture, let advertisers aware of potential of culture usedin advertisement.Therefore, this paper attempts to start from the development trend of youthsubculture and micro-blog advertising in the age of Micro-blog by means ofobservation,case analysis research,content analysis.And according the study,I willanalysis it from the enterprise segment market competition demand, consumerbehavior changes, and the role of culture in advertising,to get the motivations andreasons of micro-blog advertising of youth subculture. On this basis and the processof communication theory, I want to study the micro-blog advertising of youthsubculture respectively from three aspects:main operation, advertising works,advertising audience communication strategy.And I’ll pay attention to find problemsof the micro-blog advertising of youth subculture, thinking the solution, and predictthe development prospects of such micro-blog advertising according to the currentmedia environment and cultural development.This study will be beneficial to the game relationship between youth subcultureand micro-blog advertising.And it will let us recognize the micro-blog advertising ofyouth subculture,not only can promote the development of youth subculture,but alsocan stimulate economic growth.From a practical point of view,the research results ofthis paper will provide some theoretical guidance and pactical reference adcertisingcommunication under the new media environment.